Woolworths Cricket Blast
In 2023, Cricket Australia relaunched an enhanced Woolworths Cricket Blast program with a new strategic position and creative platform developed by Apparent. Built on the insight that imagination is every child’s superpower – and rediscovering it is every adult’s dream – the campaign platform “Imagine the Fun” was born, celebrating the fast and energetic environment of the program.
Following the production of the TVC, I was briefed to extend the Woolworths Cricket Blast brand into a full campaign identity, drawing from the commercial’s art direction. I began with the end-frame graphics, which I designed and animated to set the visual tone for the integrated rollout across social, digital, and OOH channels.
My approach was to build on Cricket Australia’s brand font and reimagine it with a bold, comic-book inspired treatment – bright colours, heavy strokes, and drop shadows – to capture the energy and imagination of kids. Text elements were slanted, stacked, and adapted into more than 20 unique copy lockups, each crafted to highlight individual proof points while maintaining consistency across all executions.
In 2024, Apparent extended the platform’s success with a suite of six new 15-second social videos and an expanded ad campaign, broadening its reach and keeping the brand experience fresh, engaging, and playful across multiple channels. As with the previous year, I was responsible for the full rollout — creating and overseeing the development of all assets, coordinating with external partners on HTML ad production, and leading junior designers through execution.
This included over 350 unique assets; 10 html digital banner suites, 18 social frames, 5 finished-art print assets and 272 digital OOH billboards.
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Credits
Apparent
Executive Creative Director: Michelle Turchini
Creative Director: Jackson Long
Design Director: Jen Mellander
Copywriter: Jessie Staszkiewicz
Junior Art Director: Adrian Mok
Designer: Liam Burn
Business Director: Hayden Mead
Senior Account Director: Suzie Cotterill
Senior Account Manager: Lily O’Connell
Executive Producer: Tanya Tankiang
Senior Integrated Producer: Kesha Robertson
Rollout
Designer: Liam Burn
Junior Designer: Ruben Savariego
Cricket Australia
Head of Brand & Marketing: Teresa Basile
Senior Marketing Manager, Participation & International: David Hutchinson
Marketing Lead, Participation: Caitlin Tuttle
Marketing Coordinator, Participation & International: Emily Beaumont
Senior Growth Programs Manager: Samantha Krajina
Senior Manager Strategic Projects: Jon Stimpson
Collider
Managing Director: Rachael Ford-Davies
Director: Rob Stanton-Cook
Executive Producer: Annie Schutt
Kitchen Creative
Photographer: Toby Burrows
Producer: Manuela Leigh