AFL

AFL · Bill Irving

AFL · Divine Oaths

The Divine Oaths project for AFL serves as a profound love letter to the cultural bedrock of Australian Rules Football, transcending the traditional broadcast and TV network promotional spot by weaving an intricate tapestry of fan devotion. Orchestrated by 72andSunny Sydney with production expertise from Good Oil, the film navigates the multifaceted ecosystem of the sport, seamlessly bridging the gap between historical reverence and contemporary fandom. By juxtaposing gritty archival footage of iconic matches against the intimate, candid moments of everyday supporters—whether they are caught in the hum of a daily commute, browsing sports newspapers, or curating their own team-themed memorabilia—the piece captures the pervasive influence of football in the national consciousness. The cinematography leans into a dynamic blend of vintage film quality and sharp broadcast-style digital sequences, utilizing a live-action technique that feels both immediate and archival. With the strategic application of slow motion and fluid motion graphics, the narrative oscillates between high-octane stadium energy and quiet, nostalgic reflection. This project does more than highlight a game; it frames the sport as a shared ritual, meticulously documenting the interplay between the professional broadcast spectacle and the personal, deeply ingrained passions of the Australian public. It is a cinematic celebration of history that feels entirely present, ensuring the sport remains a living, breathing component of the Australian identity.

AFL · Kids Footy Month

The AFL Kids Footy Month campaign highlights the community engagement and youthful energy surrounding Australian rules football. Through a series of live-action sequences, the promotional video bridges the gap between active gameplay on the grass pitch and the communal atmosphere within the stadium stands. The project channels the sport’s broader appeal by focusing on the fan experience. With creative oversight by Reconnected Marketing, the visual language utilizes natural daylight and stadium lighting to document moments of audience reaction, from team-colored attire to the shared rituals of spectators. This approach grounds the action in a warm, documentary-style aesthetic that documents the sport’s connection to young fans and their families.

AFL · A League of Their Own

The AFL 'A League of Their Own' commercial highlights the intensity of athletic performance through a series of multi-sport environments. Produced by Revolver in collaboration with George Patterson Y & R Melbourne, the project features dynamic live-action footage of football players transitioning across diverse sporting venues, including basketball courts and boxing rings. Fin Design + Effects contributed to the production, which utilizes cinematic framing and slow motion to capture fast-paced sequences. The campaign centers on high-energy athletic movement, employing dramatic lighting and tracking camera work to bridge the gap between various competitive disciplines.

AFL · Get In On It