The global entertainment powerhouse teams up with Codea Studio for a larger-than-life campaign that blends space opera spectacle, playful parody, and Elrow’s signature brand of chaos.
For a brand like Elrow, known for its wild-themed parties and maximalist approach to entertainment, an ordinary venue announcement simply wouldn’t cut it. When it came time to unveil Elrow’s 2025 move to UNVRS, a state-of-the-art “hyper club” in Ibiza, the team at Codea Studio knew they needed to think big (or rather, think intergalactic).
The result is 2025: A Space Rowdissey, a global campaign that fuses sci-fi spectacle, bold design, and the irreverent humour that’s become synonymous with Elrow. Combining a cinematic trailer, a series of tongue-in-cheek posters, and a splashy premiere in one of Barcelona’s most iconic cinemas, the campaign doesn’t just announce a new venue—it takes fans on a fully immersive journey to the outer limits of clubbing.
A campaign with cosmic ambitions
The campaign’s initial goal was to make the announcement as epic—and absurd—as possible. From that seed, the idea of a space movie trailer emerged, with Elrow’s founders, Juan and Cruz Arnau, cast as the hapless captains at the helm of a cosmic voyage to UNVRS.
“We knew we had to announce the row’s move to UNVRS in the most epic and newsworthy way possible,” explains Mònica Casamor, Creative Director at Codea Studio. “That’s why we created a trailer featuring the brand’s founders as the stars and drawing inspiration from space and sci-fi movies.”
The initial concept was for a quick teaser, but, in true Elrow fashion, it snowballed into something much more elaborate. “We had to stop ourselves from making the entire movie,” admits Casamor. We really wanted to.”
Retro sci-fi meets Elrow’s signature mayhem
Visually, 2025: A Space Rowdissey draws heavily on the bold, campy aesthetics of the ’70s and ’80s sci-fi cinema, channelling the era’s vivid colour palettes, chunky typography, and slightly awkward special effects. But Elrow’s own playful, pop-infused personality had to shine through, too, which meant working in their signature confetti cannons, over-the-top costumes, and even their mischievous chicken mascot, Rowgelia.
“Elrow has such a rich visual universe thanks to their themed parties,” says Casamor. “That gave us so much to play with, and blending those elements with the futuristic vibe of UNVRS felt natural. It’s the perfect balance of Elrow’s madness and the cutting-edge tech that makes the club so exciting.”
This fusion of cinematic spectacle and parody gives the campaign its distinct tone—it’s big, bold, and unashamedly silly while still conveying the sense that UNVRS is something genuinely new for the clubbing world.
Collaboration built on trust (and a shared sense of humour)
The close creative relationship between Codea Studio and Elrow made this ambitious campaign possible. As Casamor explains, it’s also not their first collaboration. Codea and Elrow’s partnership stretches back years, with each project pushing creative boundaries a little further.
“Elrow was one of our first clients,” Casamor recalls. “From the very beginning, our collaboration proved incredibly fruitful due to our similar characters and sense of humour, as well as the creative risks both our teams enjoy taking.”
That dynamic was essential when it came to convincing Elrow’s founders to become the stars of the show. “In our first meeting, we told them: ‘We’re going to send you to UNVRS… literally.’ They laughed and were on board from the very beginning,” Casamor says. “Not bad for their acting debut.”
Designing for earth and beyond
The campaign’s design system had to work across everything from cinematic trailers to large-format posters and digital activations, all while maintaining that blend of retro sci-fi flair and Elrow’s signature visual chaos.
Casamor describes a meticulous process that involved designing everything from scratch — from the spaceship itself to the screen graphics inside the ship, the astronaut suits, and even the patches worn by Juan and Cruz. The campaign’s main poster channels the bold, illustrative feel of vintage movie posters but with contemporary CGI elements floating in the void of space.
The beauty of the space movie format is that it travels well, making it easier to adapt the creative assets for different markets across continents. “The aspiration to explore space is something universal,” Casamor explains. “Whether you’re in Tokyo, São Paulo, or Ibiza, everyone loves a good space adventure.”
Turning challenges into creative opportunities
With such an ambitious creative vision and a fast turnaround, production was one of the campaign’s biggest challenges.
“The creative proposal was extremely ambitious and needed exceptional execution within a limited timeframe,” Casamor says. “Assembling the ideal team of specialists for each department was crucial — from visual effects and art direction to costume design and cinematography.”
Fortunately, the concept was so compelling that talented collaborators jumped at the chance to join the project. That shared excitement is evident in the final result — a campaign that’s as visually polished as it is playfully chaotic.
At the heart of the campaign is the concept of UNVRS itself, which is not just another nightclub but a “hyper club” with cutting-edge tech and immersive visuals designed to blow minds. This futuristic edge is reflected in the trailer’s climax, where Juan and Cruz activate ‘WOW Factory Mode,’ plunging into a kaleidoscopic wormhole straight to UNVRS.
“For us, this was the best way to represent a hyperclub — a venue with cutting-edge sound systems, immersive visuals, and moments of pure sensory overload,” says Casamor.
Global impact and galactic reach
Since launching, 2025: A Space Rowdissey has resonated with both Elrow’s core fanbase and the wider clubbing and entertainment industry. The campaign secured over 13.6 million impressions, 2.7 million reach, 7.9 million video plays and coverage in outlets like Mixmag, DJ Mag, and El Periódico.
More importantly, it set a new creative benchmark for how entertainment brands can announce major moves — not just through traditional media but through fully immersive storytelling experiences.
“The key to the campaign’s success was that everyone believed in it from the very start,” Casamor reflects. “From the first meeting, it wasn’t ‘if’ — it was ‘how do we make this happen?’ That’s the only way ambitious ideas become reality.”
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