FC Barcelona is launching the first NFT in its history: an audiovisual digital artwork recreating Johan Cruyff’s legendary stadium moment on 22 December 1973 when the iconic Dutch player 'flew' through the air to score a seminal goal against the Atlético Madrid goalkeeper Miguel Reina. The auction at Sotheby's, the world's premier destination for art, luxury, and collectibles, will be presented in a hybrid online-live auction, and will comprise the one-of-one animated edition of In a Way, Immortal, as well as an additional four NFTs that will each include a still image from the animated version, which captures an iconic moment of the legendary goal.
The high-end piece, titled In a Way, Immortal -inspired by a quote of Johan Cruyff- was produced by the Club in collaboration with BCN Visuals, a strategic innovation partner and Digital Superstudio that developed the NFT’s cinematographic aesthetic. The buyer of this unique artwork will also be gifted a number of VIP Club-based benefits and experiences and will be named a Barça Digital Ambassador. Please find further information on the NFT and its benefits below. The project was made possible with the involvement of the World of Johan Cruyff.
In a Way, Immortal is the first NFT in a collection of ten works that will be presented piece-by-piece over the coming months, with each featuring iconic FC Barcelona moments and characters amplifying the Club’s legacy and historical heritage. The collection is part of the Club’s clear strategic commitment to adopting technology and innovation, and in turn, create unforgettable cultural moments -from the past and present- with the aim of both educating and inspiring its millennial, xennial and generation Z supporters, among others.
In addition to fostering loyalty among a younger audience, one of the project's goals is to redefine NFTs by creating a premium experiential product into a cinematic experience. The future owner of this NFT, who will be called Barça Digital Ambassador, will also be able to enjoy unique Club-based benefits and experiences such as access to training sessions.
Further information related to the auction can be found at nft.fcbarcelona.com, including a countdown to the opening of the online bidding period, which starts today, July 21, as well as a link to follow the auction live taking place on July 29.
n a Way, Immortal retells Johan Cruyff's legendary goal in poetic molten gold animation that was created by a 40-strong team of Hollywood’s most talented computer graphics (CG) and visual effects (VFX) artists. The 40-second film is accompanied by an original soundtrack played by a 30-piece orchestra, incorporating real sounds from the Camp Nou stadium and FC Barcelona supporters.
The Hollywood CG and VFX team worked on all aspects of the production, from a digital sculpture of Johan Cruyff to the simulation of golden-coloured fluids, textures and shading, cutting-edge cinematography and camera work. The production of Cruyff’s digital sculpture required more than a thousand working hours and the overall production entailed a total of more than 10,000 production hours.
In addition to being the sole owner of the NFT, the Barça Digital Ambassador will be able to enjoy a number of ‘money can’t buy’ experiences. FC Barcelona will incorporate in the NFT’s smart contract a set of utilities such as Meet & Greets, visits to La Masia, hospitality rights (for a minimum of five years), the right to play at the Spotify Camp Nou and an official handover of the ball before some friendly match.