Campaign: Bàsquet Manresa x Fundació AMPANS
When COVID cancelled the visit, we animated the season instead
Client: Fundació Ampans × BAXI Manresa Role: Concept, direction, photography, creative lead Result: 5x more views than any video in the foundation's history
The Constraint
Every Christmas, BAXI Manresa's players visit Fundació Ampans, a foundation supporting people with intellectual disabilities in the Bages region. In December 2021, COVID restrictions on both sides made the visit impossible. The tradition was going to skip a year, during the club's most exciting season in decades, with Chima Moneke carrying the whole town with him.
I proposed that we stop waiting for the visit and make something together instead.
The Idea
I had been following the stop-motion work of Rudy Willingham, who recreates sports plays frame by frame using hand-cut paper. Instagram had just launched collab posts. I saw a way to combine the two: take the play of the season, hand it to the artists at Art de Viure (Ampans' creative centre), where users work with professional materials and artistic guidance, and let them paint every frame.
The play chose itself: Moneke's coast-to-coast dunk.
I pitched the concept to BAXI Manresa's head of marketing and led the project end-to-end. I selected the play and broke it into frames for the artists. I shot the process at Art de Viure: the painting, the hands, the concentration. I chose the audio: the arena announcer's call layered with the club chant. I briefed the internal graphic designer and video editor, wrote all the copy, and structured the final film in three parts: an Art de Viure user watching the play, the artists painting each frame, and the finished animation.
The Distribution
Ampans' audience was families and local partner companies. The goal was to reach beyond it. Publishing as a collab post (the first ever for both accounts) put the video simultaneously in front of the foundation's community and the club's fanbase. I then reached out directly to basketball journalists to carry it further.
The Result
30,000 views across all platforms. 19k on Instagram. Five times more than any video Ampans had ever published. A foundation for people with intellectual disabilities reached a sports audience that had never heard of it, through the work its own artists had made with their hands.
The visit came back the following Christmas. The video outlasted it.
"Many projects pass through our workshop, and sometimes we are lucky enough to have clients who know how to listen to our proposals and let themselves be guided by our creativity.
Has arrived with a clear idea and adapted it to how we work, rather than the other way around. Our artists understood their work was going out into the world, and you could feel it in the workshop every day. When the video was published, the pride was theirs. Especially the big Bàsquet Manresa fans."
— Amaia Inchausti, Manager of l'Art de Viure
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If you're planning an institutional campaign, a regional initiative, or a multichannel project that needs to hold together across multiple locations and reach a press-level audience, let’s talk.