Icon International provided full production services in Barcelona for Nissan’s branded content campaign promoting the Juke NISMO RS, created in collaboration with DC Shoes. Blending automotive performance with authentic skate culture, the campaign brought together some of the world’s leading professional skateboarders for a visually striking night shoot through the streets of Barcelona.
Filmed entirely on location, the campaign follows renowned skaters Wes Kremer, Matt Miller, Madars Apse, Antony Lopez and Joseph Scott as they explore some of Europe’s most iconic street skating locations after dark. Barcelona’s distinctive architecture, concrete landscapes and dramatic urban lighting became an integral part of the visual storytelling, creating a cinematic backdrop that reflected the energy and personality of both the athletes and the vehicle.
Working alongside the international creative and brand teams, Icon managed all local production services, coordinating complex night shoots across multiple locations throughout the city. From location scouting and filming permits to crew management, production logistics and technical coordination, every aspect of the production was carefully planned to keep the shoot moving efficiently while preserving the spontaneity that defines authentic street skating.
Filming high-performance skateboarding in live urban environments required meticulous planning, flexible scheduling and close collaboration with local authorities. Icon’s experience delivering large-scale commercial productions in Barcelona allowed the crew to work quickly and safely while maintaining the creative freedom essential to capturing genuine performances.
The finished campaign successfully combines automotive design, action sports and contemporary urban culture into a dynamic branded film, demonstrating Icon’s ability to deliver premium commercial production services in Spain for international brands seeking authentic, culturally driven storytelling.