A Gen Z–focused campaign for the 2024/25 Big Bash League season, evolving the league’s visual identity while building on the longstanding relationship between Cricket Australia and Apparent. The campaign launched with a hero TVC and was designed to capture “all the feels,” reaching new audiences and drawing in first-time fans.

The visual system paired high-flash photography with light flares, colour warping and bold, responsive typography. Player-led executions were refined from previous seasons, introducing darker gradients and premium textures to create a sharper, more confident look that put talent front and centre.

Working from the TVC art direction, I helped establish the campaign’s look and feel and rolled it out across key touchpoints including digital OOH, social, banner suites, bus wraps, sequential posters and 3D billboards. My role focused on design execution and adapting the system across formats, ensuring consistency while pushing the work into new and impactful spaces.