16 / July / 2024

Behind The Scenes: AFL July Drop

Get a closer look at the recent AFL campaign.

The AFL season is heating right up and we match the pave with what the team are calling our best drop from the collaboration to date…and with a new drop comes a new campaign! Get a little look behind the content curtain and hear from the crew that pulled it all together.

"The last campaign we looked to take the range and showcase it at the mecca of Footy; the G. Which was sick…but this time, we wanted to mix things up and show things from a fan's perspective, particularly that journey as you make your way to the game and gradually link with all your mates (and a pit stop into your local pub) until you’ve got the full crew together stinging to get into it."

Dan, Head of Brand.

"It can be hard to bring a story component into a concept like this…when there’s so many great teams (and proddy) you're trying to include in the day. The trip to the game was the easy part, it's what we experience week in, week out, but bringing that through in a way that we can then show the range was the challenge. So, we just brought the studio to the game, getting a few of our chippy mates to throw together a free-standing white wall that we banged up at the final spot (field) to then bring it all together and show off the full range…it ended up being some of my favourite frames of the day."

Jackson - Creative Lead.

"Being a few years into the collaboration, and with some of the exciting new products we’ve been delivering into the brand – I was super keen to inject some new flavour into the range. The standout for me, without a doubt, is the extras oversized tees. Embroidery for days on a new shape and a premium, heavy weight 310gsm cotton…the Collingwood tee won't be coming off come finals footy."

Paul - Founder/ Creative Director