Share Now & BMW: Money Heist Star in Madrid

The Brief

Share Now and BMW came to us with a very engaging concept: follow Luka Peroš (yes, Marseille from Money Heist!) through a weekend exploring Madrid and its traditional villages. The goal? Showcase their car-sharing service through an authentic Spanish experience, mixing Madrid’s urban vibe with those picture-perfect pueblos you see in postcards.

How We Helped: Full Production Support

Our team handled everything the German crew needed to make this shoot happen smoothly across multiple Madrid locations.

What We Did

Location Scouting & Management

• Found the perfect mix of Madrid locations and traditional pueblos
• Secured those gorgeous historic bodegas
• Coordinated access to public squares and private venues

The Permit Dance

You know how permits can be a headache? We handled all of them:

• Plaza Mayor de Chinchón (that stunning colonnaded square)
• Bodega Bayona and Bodega Chinchón (authentic Spanish wineries)
• Nuevos Ministerios in central Madrid
• Casa de Papel location access

Crew & Logistics

We brought in our reliable local team from Madrid:

• Local producer to keep everything on schedule
• Location manager juggling multiple sites
• Fixers who knew exactly how to work with the German crew
• Hair & makeup artist
• Production assistant to handle the hundred little things that pop up
• Drivers who knew Madrid’s streets (and pueblo roads) like the back of their hand

Looking After Everyone

• Coordinated logistics for Luka and his team
• Made sure the German camera crew had everything they needed
• Scheduled shoots across different locations without the usual chaos

Why This Shoot Worked

Madrid’s pretty unique: you can film at sleek, modern Nuevos Ministerios in the morning and be sipping wine at a 300-year-old bodega in Chinchón by afternoon. That’s exactly what made this project perfect for demonstrating car-sharing: real variety, strategic distances, authentic Spanish flavor

The pueblos around Madrid gave us those postcard-worthy cobblestone streets and traditional architecture, while Madrid itself provided the urban energy the brand needed.

The Final Piece

The video opens with: “We accompanied Luka Peroš, the actor who portrays Marseille in the series Money Heist, for a weekend in and around Madrid.”
Smart move by Share Now: tapping into Money Heist’s massive popularity (especially in Spain) while showing off their service through an actual Madrid experience. Not just another car commercial.