BRISBANE LION
feel our roar.
After three years of transforming the brand, 2024 needed to hit differently. This wasn't about building belief. It was about chasing premiership glory.
We needed a season launch that felt like pulling on the guernsey yourself. Raw, tough and straight out of the locker room. Brownie on the mic, our favourite players front and centre and a TVC that hit harder than a packed Gabba on game day.
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The goal was simple: fire up Lions fans, drive membership and send a message to every other team that we were coming.
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The creative was less about storytelling and more about creating a sensory experience. Leaning into texture, movement and emotion, we used close up details and cinematic visuals to create a visceral piece that put fans right in the heart of the action.
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Through a close collaboration with the internal team for 3 seasons, we helped redefine who the Brisbane Lions were and how the brand showed up off the field.
The result was a club record 63,268 members in the 2024 season and, of course, a premiership victory.
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Creative Director: Justine Mitchell
Copywriter: Jeff Smith
DOP: Rich Wang
Post Production: The Empire Post
Sound: Rosco Audio
Colourist: Nicholas Andrew
*Work developed by Creative Director Justine Mitchell during her time at another agency.
