An iconic classic, reimagined for now.

Timed to launch alongside the AFL Finals, this Disney+ brand campaign set out to challenge the perception that the platform is primarily for kids. Built around the idea of “expect the unexpected”, the campaign highlighted the breadth of content available, reframing Disney+ as a destination for broader, more mature audiences.

Drawing inspiration from an iconic 90's AFL campaign featuring high-profile athletes, the creative concept tapped into nostalgia while reimagining it for a modern audience. Sporting talent played a central role, helping to bridge the worlds of entertainment and sport in a way that felt both familiar and fresh.

As the Creative Lead on this campaign, I contributed to early ideation and led the creative direction for the out-of-home rollout. I directed the campaign photoshoot, working closely with photographers to capture a suite of striking visuals featuring various sporting legends. These assets were designed to scale across OOH, social, lifecycle, and performance channels, ensuring a consistent and impactful campaign presence.

The result was a culturally resonant campaign that connected strongly with the local market, successfully shifting perception and reinforcing Disney+ as a platform with something for everyone — not just kids.