AFLW Indigenous Round

My Role:
Led the development of the campaign platform from insight through to execution, shaping the creative direction across content, talent and brand collaboration.

Cultural Insight

✳︎

Creative Collaboration

✳︎

Partnership Design

✳︎

Platform Credibility

✳︎

Cultural Insight ✳︎ Creative Collaboration ✳︎ Partnership Design ✳︎ Platform Credibility ✳︎

Positioning AFLW At The Intersection Of Sport And Culture

Indigenous Round already means something. The challenge was getting people outside of footy to care. Instead of explaining it, we shifted the lens from sport to style because that’s where culture travels. 

'Spirit Strong, Game On' brought AFLW into Hypebeast’s  fashion and drop-culture world, pairing iconic label House of Darwin with AFLW star Courtney Hodder to create something that felt considered rather then campaigny. 

The story lived through fashion, talent and editorial, placing AFLW inside conversations it doesn’t usually occupy. The result: sold-out merchandise, a shift in perception and the expansion of AFLW’s relevance with a new, style-conscious audience.