Melbourne
→ The re-vamped AFL Grand Final Village became a premium experience where footy fans came together to celebrate the Grand Final with exclusive entertainment, food and drinks.
Together with Seeker Agency, we created an AI photobooth that interpreted the unique personality of each footy fan and transported them back to the 70's.
Approach →
We set out to celebrate the many personalities that have made the game so great over the years.
Archival newspaper and photography of Ron Barassi, Brian Taylor, Dermott Brereton, Warwick Capper, Robert 'Bones' McGhie, Bob Skilton, Tony Lockett, and Leigh Matthews.
Through a short quiz, fans can discover which AFL persona best matches their personality. The roles are diverse, ranging from the gregarious and charismatic sports reporter, the self-disciplined and hard-working Brownlow Medal winner, the reliable and talented star teammate, and the strategy-minded Premiership coach.
Key details like the AFL Premiership trophy, vintage guernseys designs, and the league's Brownlow Medal were accurately preserved. The goal was to recreate the images that truly represent footy and the people who love the game — and importantly, make people smile while we're at it!
Personas from left to right: premiership coach, footy player and Brownlow medalist.
Experience →
We asked lighthearted questions about their values and how they’d act in moments like game day or at a BBQ to get a sense of who they are, then paired them with one of four 70s-inspired AFL personas.
Soon, phones started buzzing as people received their photos, followed by laughter and excitement across the village. It quickly became a crowd favourite.
