• When the epic rivalry of El Clásico (Real Madrid vs FC Barcelona) finally made its way to U.S. soil, we needed a way to entice casual American fans who were more accustomed to their players wearing helmets and pads instead of colorful jerseys and shorts. For our weekend activation, we launched FamJam: the first celebrity soccer match with twisted rules pitting Team Drake vs Team Draymond Green.

    In attendance: Lil Wayne, Nikki Minaj, Jessie Williams, Cory Joseph, Dave East, Leticia Bufoni, Ronnie Fieg, Paolo Maldini, Erica Ash, Terrell Owens, Raul, Jessie Usher, Eric Bledsoe, Amanda Cerny, PK Subban, and Philip Neville.

    Client: El Clasico Miami Type: Experiential

The daytime events featured several head-to-head matchups of local teams and retired legends. Food, music, prizes and events filled Bayfront Park with all around excitement. Fam Jam, the daytime main event, was a star studded affair that culminated in late night festivities with musical performances at local night clubs.

case study

The day was filled with head-to-head matchups of local teams and retired legends, food, music, prizes and family events. Fam Jam, daytime main event, was a star studded affair that culminated in late night festivities with musical performances at local night clubs.

Lil Wayne with tattoos and sunglasses on his head is drinking from a pink cup at an outdoor event, with a cameraman filming him and people in the background. El Clasíco Miami.
Group of eight cheerleaders in white costumes with colorful pom-poms, wearing white boots, standing in front of a blue backdrop with logos of Nike, Real Madrid, FC Barcelona, La Liga, and Beats by Dre. El Clasíco Miami.
A goalkeeper, Jesse Usher, standing on a soccer field with his arms outstretched, wearing a fluorescent yellow goalkeeper jersey and black gloves, with spectators and trees in the background. El Clasíco Miami.
Group of excited sports fans, some sitting and some standing, taking selfies and celebrating, wearing sports jerseys and casual clothing. Terrell Owens. Ronnie Feige. El Clasíco Miami.
A smiling Terrell Owens in a white jersey with blue and green emblem, wearing sunglasses, shaking hands with another person during a match or event. El Clasíco Miami.
A group of soccer players and fans celebrating on a field, holding a golden soccer ball and wearing bright yellow jerseys with green accents. El Clasíco Miami.
A smiling DJ standing behind a DJ setup outdoors at a festival, with a sign that reads 'Pretty Girls Love DJs.' El Clasíco Miami.
Karen Civil in pink athletic wear standing in front of a blue wall with logos of Nike, El Clasico Miami, La Liga, and Beats by Dre, smiling and making a peace sign. El Clasíco Miami.
Drake in a black t-shirt and shorts kicks a soccer ball towards a goalkeeper in a green jersey on a small outdoor soccer field surrounded by a crowd of spectators. El Clasíco Miami.

We capped off the nights with live performances
by Drake & DJ Khaled.

night life

  • Maverick Carter & Paul Rivera
    Greg Rogers — Creative Director
    Raven Varona — Photography

    Karen Civil — Social
    Game Seven — Activation

We capped off the nights with live performances by Drake & DJ Khaled.