Johnny Depp brings Dior and the spotlight to Spain’s screen tourism gem with his recent visit to Aragón, where he arrived by helicopter to shoot a new commercial.
The global film star landed at Teruel Airport on April 2 aboard a helicopter and was greeted by airport director Alejandro Ibrahim. But it wasn’t a movie premiere or film festival that brought him here—it was a luxury ad campaign set in one of Spain’s most visually striking regions.
A Dior Shoot in a Martian Landscape
The shoot is for Dior’s latest cosmetics campaign, and the chosen location is the Rambla de Barrachina, near the small village of Villaspesa in the province of Teruel. Known for its dramatic red-earth landscape, this semi-arid stretch of land has drawn comparisons to the American Wild West—and even to the surface of Mars. It’s no wonder the site caught the attention of the Aragón Film Commission and the French fashion house alike.
Over 100 crew members have descended on the area to transform it into the backdrop for the Dior campaign starring Johnny Depp, who has long been associated with the brand. According to the commission, the flurry of vehicles and personnel over recent days was tied to preparations for a production of considerable scale. And now, with Depp on the ground, filming is officially underway.
Spotlight on Screen Tourism in Aragón
This high-profile shoot further boosts Aragón’s reputation as a screen tourism destination. The region, and Teruel in particular, has been making strides in attracting film productions thanks to its diverse scenery and low production costs. With landscapes that can convincingly mimic deserts, canyons, and historical towns, it offers a wide cinematic palette for filmmakers seeking authenticity and natural beauty.
Teruel’s Rambla de Barrachina has already seen some film activity in the past, but this international project brings a level of visibility rarely afforded to the area. The fact that Dior, a global brand, selected this location—paired with the star power of Johnny Depp—could turn the site into a future must-visit for fans of both film and fashion. This is screen tourism at its most glamorous: turning hidden corners of the world into destinations through the lens of the camera.
A recent report by the National Outbound Tourism Observatory of Spain has already revealed that screen tourism is among the top tourism segments expected to perform exceptionally well in 2025.
More Than Just a Pretty Backdrop
Located just a few kilometers from the shoot is the city of Teruel itself, one of Spain’s most underrated historic towns. Famed for its Mudejar architecture, which has earned UNESCO World Heritage status, Teruel offers visitors stunning churches, towers, and palaces that reflect a fusion of Islamic and Gothic styles. The city is also home to the legendary story of the Amantes de Teruel (Lovers of Teruel), a tale of forbidden love that has inspired countless artists, writers, and dramatists.
Visitors who come for the Johnny Depp connection may find themselves staying longer than expected, captivated by the area’s romantic legends, architectural treasures, and culinary delights. With increased interest sparked by the shoot, local businesses and tourism boards are hopeful that the campaign will not only highlight the dramatic natural beauty of the Rambla de Barrachina but also put Teruel on the international travel map.
When Luxury Meets Landscape
Screen tourism often thrives at the intersection of storytelling and place—and this Dior project encapsulates that perfectly. The fusion of high fashion, celebrity, and cinematic landscape creates a compelling narrative that draws travelers and fans alike. With the filming now underway, Aragón joins a growing list of lesser-known regions around the world becoming unexpected stars in their own right.
As Johnny Depp steps into the frame once more—not for a blockbuster, but for a stylized and atmospheric commercial—he carries with him the weight of screen presence and global influence. And for Teruel, it’s a chance to tell its own story to the world, one frame at a time.
Would you visit a destination after seeing it in a commercial or film? Let us know in the comments below.
Main Photo credit: Johnny Depp / Instagram
Love to hear that Johnny is making another commercial for Dior. Johnny is a beautiful man inside and out.