West Coast Eagles

Immersing fans in a Mixed Reality stadium experience

The brief

Identifying the need to bring fans back into stadiums post COVID-19 and enhance the match day experience, the West Coast Eagles wanted to create a truly memorable fan first experience that would unify the club whilst creating an AFL and Australian sports first using mixed reality.

The solution

After multiple strategic brand and project workshops, I led the collaboration, ideation and conceptual development of the overarching narrative and creative direction for the whole stadium experience, working alongside motion designers, 3D artists, software engineers, lighting and sound designers and executive producers from concept to execution.

Role: Creative Director/Producer