Under Armour x CANADA: Construïts Differents
Under Armour and CANADA placed Marc Casadó and Fermín López at the centre of a global campaign before El Clásico, turning castells into a visual metaphor for shared pressure, trust and Catalan roots. Our role was to coordinate the castellers side so a real 3de7 could work inside a demanding commercial shoot.
Quick summary of the Under Armour x CANADA case
- The campaign integrated two FC Barcelona players into a real castell base to express collective strength, trust and shared pressure.
- The castellers coordination focused on making a filmed 3de7 viable, with Arreplegats de la Zona Universitària and the players inside the action.
- The result was published as an official campaign film, an Under Armour Instagram post and specialist coverage in Revista Castells.
Project facts
- Client
- Under Armour x CANADA
- Campaign
- Construïts Differents
- Role
- Castellers coordination for filming
- Date
- May 2026
- Location
- Studio in Sabadell
- Format
- 3de7 / seven-storey castell
- Talent
- Marc Casadó and Fermín López
What Under Armour x CANADA needed
The campaign needed a powerful, authentic image: bringing the values of castells into the language of a global sports brand and connecting them with two La Masia graduates before El Clásico.
That required more than raising a human tower. It meant coordinating the team, filming rhythm, repeated takes, safety, talent integration and camera needs so the castell felt real, recognisable and useful for the final edit.
How we coordinated the castellers side of the shoot
We shaped the castellers format around CANADA’s production needs and Under Armour’s story: the base, mutual support and the culmination of a seven-storey castell.
The coordination covered casteller mobilisation, adapting the 3de7 to the camera rhythm and integrating Marc Casadó and Fermín López into base scenes while keeping technical control and safety in place.
Campaign video and images
The final film places the castell at the centre of the story: the footballers become part of the base, and the group image turns collective strength into a direct visual idea.
The official photos and Under Armour post reinforce the same concept: footballer and casteller, pressure and trust, global brand and Catalan culture.
Outcome and reach
The campaign was published on Under Armour channels and on Vimeo as a 75-second official film. It was also covered by Revista Castells, which framed it as a global campaign capable of taking castells to audiences around the world.
This case shows how castellers coordination can fit into an international commercial production without turning the tradition into set dressing: the castell is the main action and the message.
- Under Armour FC campaign reel with Marc Casadó and Fermín López: 1.2M+ views, 57,000+ public likes and 300+ public comments.
- Collaborative Under Armour FC carousel with Under Armour LATAM and Under Armour: 22,000+ public likes and 90+ public comments.
- 4-item carousel featuring the castell, Marc Casadó and Fermín López as the main visual assets.
- Organic reach through the Under Armour FC profile, with close to 190,000 followers.
- 75-second official campaign film published on Vimeo.
- Specialist coverage in Revista Castells about the 3de7 and production.
Film and coverage
FAQ about castells in film and advertising campaigns
Can a castell be coordinated for an advertising shoot?
Yes. The format needs to adapt to camera needs, repeated takes, safety and talent, but a castell can work very well in an audiovisual production when planned with technical judgement.
Can athletes or talent be integrated into the base?
Yes, with clear coordination and limits. Talent can appear in base or support scenes while the castellers team keeps control of the construction.