Cricket Australia: New Brand Platform

Jan 2024

Cricket Australia’s new brand platform presents a visual identity centered on the raw energy of the stadium and the athlete’s focus. Captured by photographer Tobias Rowles, the campaign leans into a clean, editorial aesthetic, utilizing natural light to frame both professional cricketers and enthusiastic supporters. The imagery moves between candid portraits and dynamic action shots, highlighting the community aspect of the sport. By pairing athletes like Pat Cummins with diverse fans, the campaign maintains a consistent look across various settings, from stadium crowds to quiet, textured concrete backdrops. The work uses analogue film techniques and golden hour lighting to establish a warm, authentic tone for the national sport.

Vertical, Warm

Natural light

Advertising Campaign