Catch all the feels
Built on a longstanding relationship between Cricket Australia and Apparent, for the 2024/25 Big Bash season we invited Gen Z audiences to catch all the feels—reaching new heights and drawing in new fans. The campaign launched with a hero TVC designed to resonate with younger audiences and evolve the league’s visual identity.
Our approach leaned into high-flash photography paired with light flares, colour warping, and bold type that interacted dynamically with imagery. For player-only executions, we simplified layouts from previous seasons—introducing darker, more premium gradients and refined textures to spotlight talent at its best.
Working from the TVC art direction, I helped establish the campaigns look and feel before rolling it out across campaign touchpoints. This included core media such as digital OOH, banner suites, and social ads, as well as new opportunities like finished art for bus wraps, 3D billboards, and sequential poster placements. My role combined design execution with adapting the system across formats, ensuring consistency while pushing the creative into fresh and impactful spaces.
Credits
Apparent
Executive Creative Director: Michelle Turchini
Creative Director: Jackson Long
Designers: Mikaelee Miller, JP Faint, Liam Burn, Ruben Savariego
Copywriter: Jessie Staszkiewicz
Client Service: Hayden Mead, Suzie Cotterill, Tasha Meehan, Steph Muckle
Production: Tanya Tankiang, Jack Caldwell, Kesha Robertson