The AFL champions on-and-off the field moments in 2023 launch
The 2023 Toyota AFL Premiership launch campaign shines a light on the friendship, community and belonging that is at the heart of game.
The latest iteration of the AFL’s ‘This is Us’ brand platform, the new campaign, ‘The Journey’, was created in-house by AFL Studios, in partnership with production house Truce Films.
Filmed at West Footscray Football Club, the leading 60-second spot sees a local coach inspiring young footballers with tales of triumph and tragedy, reflecting on the life lessons that can be learned on the football field.
The film showcases moments from the last season, including GWS Giants’ captain Toby Greene’s high-flying mark, and the mateship between Hawthorn’s Changkuoth Jiath and new captain James Sicily. Last year’s Coleman Medal winner Charlie Curnow, Melbourne’s Christian Petracca, new Adelaide Crows recruit Izak Rankine, Collingwood’s Isaac Quaynor and Richmond’s Liam Baker and Daniel Rioli also feature.
AFL executive general manager customer and commercial, Kylie Rogers said the campaign captures the impact football has on people from all walks of life.
“For millions of Australians, football is more than a game – it’s a way of life and the fabric of our community. The AFL’s 2023 campaign is a celebration of everything we love about our spectacular sport,” Rogers said.
The integrated campaign rolls out across outdoor, digital, and social in the leadup to the launch of the 2023 Toyota AFL Premiership Season on Thursday 16 March.
The season will air across Seven and Foxtel, following last years historic deal which saw the networks win broadcast rights for the AFL until 2031, in a deal said to be worth $4.5 billion.
Credits:
AFL:
Head of Marketing & Content: Julian Dunne
Creative Director: Jonathan Bernard
Senior Marketing Manager: Anthony Voyage
Marketing Manager: Rita Khouri
AFL Studios:
Producer: Ines Guarda
Project Manager: Aude Nieul
Executive Producer: Don Mayes
Truce Films
Director: Bill Irving
DOP: Max Walter
Producer: Brendan Lee
Head of Production: Michael Ciccone
Production Design: Jackson Dickie
Costume: Emma Lamp
Post-Production:
Edit / VFX: Mr. Fox
Colour Grade: Marty Greer
Sound Design/Mix AFL: Mark Farrow
Music Supervision: Level Two Music
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