CLIENT NRL

AGENCY VML

YEAR 2018 - 2021

TITLE Creative Director

MY ROLE

I led the creative and experience direction, bringing together creative, strategy, social and production from planning through to live execution, building Mission Control into a repeatable, scalable model.

Creative Direction · Strategy · Team Leadership · Concept Development · Client Leadership · Production · Project Management

CHALLENGE

As conversations and moments were happening in real time, the NRL needed a way to be a part of it.

Short setup explaining the problem, what needed to change and why the conventional approach wasn't enough. Keep this tight. Around 60–100 words.

INSIGHT / IDEA

Fans weren't waiting until the final whistle to talk about the game.

Build Mission Control.

Bring creative, strategy, social, production and client teams together to identify moments, create around them and publish while they were still culturally relevant.

RESULTS

1B+

State of Origin hashtag impressions

600K+

Australians reached by individual posts

Finish with one meaningful qualitative outcome that explains what the work achieved beyond the numbers.