Overview

In collaboration with the AFL, we set out to launch the Official AFL Oodies. A collection of premium, wearable blankets designed for passionate footy fans. The range featured all 18 teams and was available in both adult and kids' sizes. The campaign’s core objective was to position the Oodie as an essential game-day and lounge staple, capturing it in authentic, aspirational settings where customers would naturally wear them.

Responsibilities

Traveled to Adelaide to work alongside the Head of Content in directing a  three-day photoshoot, ensuring each scene aligned with the brand’s vision.  Led a creative team to develop a suite of promotional assets, including paid  social content, EDMs, web banners, e-commerce listings, and landing pages, maximising the campaign’s reach and engagement.