San Miguel’s Rich List celebrated people whose idea of a rich life had little to do with what they owned.
The campaign told the stories of three remarkable individuals: cave explorer and photographer Robbie Shone, horse trainer Simin Nadjafi Hinrichs, and land artist Tony Plant.
Icon provided full production services in Spain for the Simin and Tony films and accompanying photography campaign, working with UK production company Squire and agency Pablo.
For Simin’s story, the production took us to the Atlantic coast of Andalucía, filming her extraordinary relationship with horses across open countryside, beaches and in the sea. The shoot involved multiple horse units, drone filming, water sequences and specialist safety support, with Icon coordinating the Spanish crew, equipment, locations, permits, transport, veterinary support, diver and logistics.
For artist Tony Plant, we moved north to the Catabrian coast, where he transformed an incredible and secluded entire beach into a vast temporary artwork. The film followed Tony from his studio to the shoreline, gradually revealing the scale of his work from the air before the incoming tide began to erase it.
Icon also produced the Spanish elements of the accompanying stills campaign, creating the film and photographic assets around both contributors.