CONCEPT DEVELOPMENT & STRATEGY | CONTENT DIRECTION & PRODUCTION | DESIGN

Spotify FC Barcelona:
Class of 4-3-3

Since its inception, FC Barcelona has built a community around appreciation for creativity, flair, and expression in football, representative of the Catalan spirit. An incubator for local talent and a breeding ground for some of football’s most innovative styles and players, has seen Barça reach unprecedented global success across the decades, garnering a global appreciation with discerning football fans at scale.

The jersey launch campaign celebrates the symbiosis of discovery that exists between FC Barcelona and Spotify, told through the exploration of new African sounds and convergence of football & style, while launching the seasonal jersey to an African consumer base.

The intersection where football and music meet is driven by a mutual pursuit of talent - the campaign celebrates young pioneering talent across African genres and positions the jersey launch through the lens of it’s lead sponsor - Spotify.

Spotify and FC Barcelona celebrate the Class of 4-3-3, uniting African music pioneers with Barça’s legacy of creativity and flair.
Desire. The Class of 4-3-3 showcases the intersection of football and African sound, launching Barça’s new jersey through Spotify’s lens of talent discovery.
DJ Doowap. Inspired by XXL freshman covers, the Class of 4-3-3 brings together a “super team” of African artists to honour Barça’s spirit of innovation.
Filah Lah Lah. Spotify and FC Barcelona unveil the new jersey with a campaign spotlighting emerging African talent and the club’s creative heritage.
A collage of nine people wearing Barcelona football jerseys, with autographs and signatures, and the text 'Class of 433' in red at the bottom right. The top left corner features the Spotify logo, and the top right displays the Barcelona crest.
General C’mamane. Captured by Pieter Hugo, the Class of 4-3-3 merges Catalan football culture with Africa’s evolving sonic renaissance.
With a DIY stand inspired by football ultras, the Class of 4-3-3 visual identity pays homage to Barça’s expressive Catalan roots.
Spotify positions the Barça jersey launch within Africa’s music movement—spotlighting artists pushing genres forward.
A diverse group of people in FC Barcelona themed clothing, posing with a backdrop of a soccer goal and FC Barcelona flag, promoting Spotify's class of 433.
A man is wearing a FC Barcelona soccer jersey with a split design in red and blue, along with necklaces, one featuring a crest and the other a logo.
The Class of 4-3-3 bridges global football culture and African creativity, uniting talent to celebrate Barça’s new season.
From Internet Girl to Filah Lah Lah, the Class of 4-3-3 elevates Africa’s new wave of artists through Spotify’s storytelling.
The Class of 4-3-3 campaign reimagines the jersey launch with bold visuals, African talent and Barça’s iconic colours.

To ground the visual identity for our Class of 4-3-3 concept, we began to take inspiration from XXL freshman covers of old and the idea of creating an African “super team” of musical artists who were propelling their respective genres forward in the new age of African sonic renaissance.

Our set design took the form of a DIY football stand which adorned the Barcelona blue and red colours, inspired by the football ultra’s and visual language of the Catalan spirit.

We worked with the iconic South African photographer, Pieter Hugo to capture the campaign images.

ARTISTS | Internet Girl | General C’mamane | Dj Doowap | K Keed | Lookatups | Filah Lah Lah | Desire

Premium seeding boxes welcomed artists into the Class of 4-3-3, featuring personalised jerseys, custom player cards by Flying Duck Design, and a yearbook zine celebrating their impact on South Africa’s music scene.

Our seeding boxes formed an official invite to each artist to join the Class of 4-3-3, housing a personalised jersey, player trader card, with an illustration of each artist by local illustrator, Flying Duck Design. Each card also included key attributes tailored to each artist and their impact on the local music scene. 

Additionally, a Class of 4-3-3 yearbook zine and lenticular sleeve were included in the box - giving our artist’s (and community) a look into the club’s history and their fellow “classmates” musical journeys and bios, accompanied by custom illustrations that bring our artists into the iconic world of FCB.

The club’s core colour palette and iconic stripes to bring the boxes to life through a premium design and finishing.

SEEDING

Set of illustrated trading cards and a red folder with the title "Class of 433" - depicting a group of soccer players in team uniforms celebrating with a trophy, branded with Spotify and Barcelona logos.