The brief

After the success of the inaugural Gather Round in Adelaide, the AFL wanted to raise the bar and further elevate fan experiences across all weekend matches with the introduction of new and innovative ideas that would set the round apart from any other.

The solution

Collaborating with the AFL's Event, Creative, Digital, Broadcast, and Content teams, I creatively led the overall Gather Round 2024 experience, working closely with KOJO internal delivery teams in the process. Building off the 2023 delivery, we we’re able to introduce new experiential elements such as 2 dedicated stadium light shows, always on digital fan engagement, 3D Big Screen and LED team and round led assets, dedicated kids activation zone at Adelaide Oval, Mixed Reality in-stadium and broadcast takeover moment, real time stats and data integration to LED content, super slo camera, Big Screen fan engagement activities and player content capture and production.

Role: Creative Director/Lead