Australian football is a confusing sport. The gameplay, skills and rulebook are unlike any other game’s in the world.
As the AFL pushes into new markets via the expansion teams on Australia’s east coast, and with the introduction of the women’s competition, more and more potential new fans are gaining exposure to Australia’s premiere sport. Add to this the countless international eyeballs with eyes glued on footy during Covid lockdowns when AFL was for a brief time the only professional sport still playing.
The AFL published a short explainer video in 2015 (2 million views and counting) outlining some of the basics of the sport. However much has changed since then – new rules, an entirely new women’s league, and a banquet of new superstars and accompanying highlights. Fair to say the video was very much overdue for a refresh. When the AFL put the project out to tender, as huge footyheads we could not have acted quicker in putting together a proposal. Footy + Creative = Dream Job!
Our team rewrote and animated a refreshed version of the explainer video, tailored to a new and more diverse audience – ready for release in the build up to the AFL finals series and commencement of the AFLW season.