AFL - Get it on

The AFL’s 2025 “Get In On It” campaign celebrates 160 years of footy culture—mullets, meat pies, speccys and all. Created with 72andSunny and director Madeleine Purdy, it blends live action, animation, and archival footage to connect with both loyal fans and newcomers, set to a track by Melbourne band Sleepazoid.

As Senior Creative and Art Director, I helped shape the campaign’s line and concept, and explored the visual language. The goal was to honour AFL’s heritage while inviting fans to explore, celebrate, and feel part of the game.