FAM JAM

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.

Client: El Clasico Miami Type: Experiential

Case Study

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.

Drake shaking hands on the field after a match, with a crowd of spectators behind them. El Clasíco Miami.
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 smiling Draymond Green wearing a neon yellow jersey with a blue and white crest, and a white towel over his head, standing on a soccer field during a game or training session. 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.
Person holding a gold-colored soccer ball with black text for Fam Jam 2017. 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.
Drake and Draymond Green on a soccer field near the goal post, engaging in a physical altercation during a soccer game, with spectators in the background. El Clasíco Miami. Fam Jam
Jesse Williams in a neon yellow and black soccer uniform with a crest and Nike logo, standing outdoors on a soccer field with trees and spectators in the background. 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.
Group of five men standing close together at an event, with some holding drinks, some wearing sunglasses, and photographers in the background. El Clasíco Miami.

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

Drake performs on a stage in front of a large, crowded dance floor illuminated with purple and blue lights, disco balls, and hanging decorative lights. El Clasíco Miami.
Drake on stage holding a microphone during a concert, with a large crowd in front, colorful lights, smoke effects, and confetti in the background. El Clasíco Miami.
Drake singing on stage at a concert with bright lights and a large crowd, many holding up their phones with flashlights on. El Clasíco Miami.
DJ Khaled in beige tracksuit and white sneakers on stage singing into microphone in club with audience taking photos. El Clasíco Miami.
DJ Khaled dressed in a cream-colored satin tracksuit, singing into a microphone on stage at a crowded indoor event, with audience members watching and taking photos. El Clasíco Miami.
A digital screen displays the message "WE THE BEST MUSIC" at a music event with neon lights and stage equipment in the background. El Clasíco Miami.

CD: Greg Rogers Photos: Raven Varona Social: Karen Civil
Robot Co: Maverick Carter & Paul Rivera Activation: Game Seven