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.

Came up with the idea, wrote and co-directed the giant Bruce McAvaney movie (working with Bruce was probably the best day of my working life, he’s so lovely and brilliant), that played at the season launch event.

2025 AFLW Season Launch: Ten seasons on a mega screen.

Wrote the movie narrated by Sarah Olle that closed the season launch event.

2025 Australian Football Hall of Fame: Legends.

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.

I wrote and developed creative direction for the AFL launch event’s opener movie starring Gerard Whateley. It was projected onto a big screen with laser mapping onto the Sydney Town Hall’s grand organ.