AFLW Indigenous Round
Role: Strategy Lead (Vinyl Media)
Led the development of the campaign platform from insight through to execution, shaping the creative direction across content, talent and brand collaboration.
Cultural Insight
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Creative Collaboration
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Partnership Design
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Platform Credibility
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Cultural Insight ā³ļø Creative Collaboration ā³ļø Partnership Design ā³ļø Platform Credibility ā³ļø
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 thatās where culture travels.
'Spirit Strong, Game On' brought AFLW into Hypebeastās 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 doesnāt usually occupy. The result: sold-out merchandise, a shift in perception and the expansion of AFLWās relevance with a new, style-conscious audience.
