Soon after my 2023 grand final week diary for The Age took off, I took my ridiculous love for the game a step further… writing advertising campaigns for the AFL.
From solving tiny creative strategy problems to writing campaigns and commercials you’ve seen on your TV and heard on radio, I’m proud to have been trusted by the AFL to help share the game I love.
After a few strategic pieces, my first big project was the 2024 AFL finals series TVC campaign.
2024 AFL Finals Series: Get set to roar.
I’ve always thought that the emotions we feel in sport are far more important to the experience to what happens on the field. It’s the guiding thought in everything I do.
With a Katy Perry’s Roar as the backing track, this Get set to roar in the finals campaign centred on the feeling and the dance players and fans take on in September.
You can see the TVC here.
2024 AFLW Finals Series: See you at the W finals.
Soon after writing the men’s finals campaign, I was trusted on to write the TVC and radio scripts for the AFLW finals campaign.
The idea was to make the W fan feel like a close part of their team’s action.
2025 AFL Season Launch: The ten metre Bruce-zilla movie experience.
Imagine a 25m high Bruce McAvaney recounting the year’s biggest footy moments on the biggest projection screens you’ve ever seen. Our Show Opener featuring the broadcasting legend set the stage for Season Launch 2025.
Working with Hase Creative, we came up with the idea, wrote and co-directed the giant Bruce McAvaney movie that played at the season launch event. Working with Bruce was probably the best day of my working life, he’s so lovely and brilliant.
2025 AFLW Season Launch: Ten seasons on a mega screen.
Wrote the movie projected onto three screens, narrated by Sarah Olle that closed the season launch event.
2025 Australian Football Hall of Fame: Legends.
Again with Hase Creative, we were trusted by the AFL to bring the 2025 Australian Football of Fame to life with a cohesive visual language worthy of the legends in the Crown Palladium and the football world watching on Fox Footy.
I researched the legends presented, came up with ideas and wrote what happened onscreen and off when recipients received their awards.
2026 AFL Season Launch: The grand organ mega-screen experience.
“Nasiah cradles the ball in both hands, Look how much care he’s giving it…” The tickle gets bigger. “And softly guides the ball to his boot.”
I wrote and developed creative direction for the AFL launch event’s short film to launch the 2026 AFL season. It was made to be laser mapped onto the Sydney Town Hall’s 136 year old grand organ.
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I was very lucky to spend a lot of quality time with the premiership cup that day.
Glenn Peters 