The AFL Tasmania brand launch was one of those rare projects where secrecy, simplicity, and emotion had to come together in perfect sync. We were brought on board by the team at The20, and right from the start, the brief was clear: this was a big moment for Tasmania, and everything leading up to it had to stay tightly under wraps.
Building the Reveal Through Atmosphere
The animation itself was deliberately restrained. There were no flying footies or flashy transitions – just a powerful voiceover and bold, minimal text appearing on screen in perfect timing with the narration. That rhythm between word and image was the backbone of the reveal. The goal wasn’t to show off – it was to create something that held your attention, built anticipation, and landed with emotional weight.
A Jersey-Inspired Look
Visually, the animation took its cues from the iconic texture of an AFL jersey. The new logo wasn’t just dropped onto a flat background – it emerged through fabric, complete with ripples, shadows, and depth. The look gave it physicality, a tactile presence, like it was already stitched into the game.
A Script With Heart
One of the real joys of the project was working with an incredible script written by Robbie Arnott, part of The 20 team. It had a stirring, lyrical quality – full of heart and pride without being heavy-handed. That writing set the tone for everything we did visually and made the final piece feel much bigger than the sum of its parts.
A Moment Worth Waiting For
It’s not every day you get to help unveil something this significant. The AFL Tasmania brand launch wasn’t about visual fireworks – it was about focus, timing, and letting the message shine. We were proud to be part of a project that trusted simplicity, leaned into atmosphere, and let every frame build toward one powerful reveal.
