Launching a Global Era for the Sharks Brand.
Client
Cronulla Sharks
Role
Creative Direction / Campaign System / Photo & Video Capture / Content Direction
Focus
Brand storytelling, visual direction, campaign rollout, on-ground content capture
Creative direction, visual system development and on-ground photo and video capture for a major international club moment, helping shape how the Sharks showed up across campaign, digital and fan-facing channels.
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The Brief.
From the Shire to the Strip.
With no guarantee of selection and no major campaign budget, the challenge was to help the Sharks stake their claim for the 2025 NRL season opener in Las Vegas.
The work needed to sell the story before it had officially begun, building a bold and compelling case that captured the club’s energy, identity and ambition on a global stage.
It was not just about promoting a game. It was about showing why the club belonged in that moment.
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The Response.
Pitch first. Launch later.
The creative direction was built around a lean visual system that could support the initial pitch and evolve into a public-facing campaign once the opportunity was confirmed.
The work was shaped in-house, with a focus on clarity, pace and consistency across digital, social and presentation touchpoints.
Once on the ground, the project extended into photo and video capture, documenting the experience and building a stronger content library around the moment.
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Key Outputs.
Visual Direction
A unified look and feel to support the Las Vegas pitch and campaign rollout.Campaign System
Digital, social and presentation assets built to move quickly across channels.Photo and Video Capture
On-ground capture used to document the trip, support the campaign and build a stronger content library.Content Direction
Storytelling direction across social, digital and fan-facing channels. -
Outcome.
When the selection was confirmed, the initial pitch work became the foundation for the launch platform.
The system evolved from internal sell-in to public campaign, allowing the club to move quickly with a consistent visual language already in place.
On the ground, the photo and video capture helped extend the story beyond the campaign assets, creating a more complete record of the club’s international moment.
