The boy from Bendigo.
This year-long Disney+ integrated brand campaign leveraged the rising star power of Dyson Daniels to connect global content with a distinctly local voice. Built across three phases, the campaign tapped into Daniel’s NBA presence while celebrating his Australian roots to create a culturally relevant narrative for AUNZ audiences. Playfully embracing his on-court nickname, “The Great Barrier Thief”, the campaign further localised the messaging, creating a strong and memorable connection with fans.
Developed in close collaboration with marketing and production teams, the campaign was designed as a cohesive ecosystem, ensuring AV and static executions worked seamlessly together across all touchpoints.
As Senior Creative, I led the creative direction for all static OOH across three campaign phases. I oversaw and directed multiple photoshoots across diverse locations, establishing a distinct visual language for each phase while building a versatile content library.
These assets were designed to scale seamlessly across OOH, on-platform, social, performance, and lifecycle channels, maintaining brand consistency while allowing for flexibility throughout the campaign.
The result was a dynamic, locally resonant campaign that effectively bridged global brand storytelling with Australian identity, reinforcing ESPN and Disney+’s relevance in this market.
