Australia Football League (AFL): Don't Believe in Never by Clemenger BBDO Melbourne

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The Australian Football League (AFL) has launched a new brand platform, Don’t Believe in Never, to tell stories from different tiers of the game, from grassroots levels through to the professional leagues.

The platform launches with a series of short films to celebrate the stories of the game. The films feature Sydney Swans player and former Sudanese refugee Aliir Aliir, a muslim teenage girl, Dema, who plays for a local Western Sydney team, and Richmond Tigers coach Damien Hardwick.

The films share the stories of the obstacles and adversity the subjects have overcome to achieve their dreams on the football field.



Head of Marketing and Insights – Julian Dunne

Marketing Manager – Tim Hirst

Clemenger BBDO Melbourne:

Creative Chairman – James McGrath

Creative Director – Anthony Phillips

Creative Director – Richard Williams

Managing Director – Simon Lamplough

Executive Planning Director – Paul Rees-Jones

Executive Producer – Sonia von Bibra

Senior Producer (TV) – Jacqui Walker

Project Director – Theresa White

Group Business Director – Nick Campion

Business Manager – Sarah Gates

Senior Producer (Print) – Michael Travers

CG Artist – Steve Pratt

Retoucher – Mike McCall

Studio Artist – Sarah Wilson

Studio Artist – Patrick Rivera

Head of Craft Steve Leadbeater

Designer (Craft) – Juan Rodriguez

Designer (Craft) – Matt Ebling


Photographer – Chris Tovo

Producer – Andrew Zappia, Agent99 Productions

Film Production:

Director – Christopher Nelius, Finch

DOP/Cinematographer – Matt Toll, Finch

Editors – Rodrigo Balart (Bull Sharks / Richmond) & Julie-Anne De Ruvo (Aliir Aliir)

Colourist – Martin Greer

Post Production / VFX – Jamie Scott, Generator Post

Music Composer/Arranger Richmond / Aliir Aliir – Jackson Milas, Sonar Music

Music Producer Richmond / Aliir Aliir: Sophie Haydon, Sonar Music

Music Bull Sharks: "Silly Move", King, Level Two Music

Production Company Managing Director/Executive Producer – Corey Esse, Finch

Production Company Producer – Jackie Adler, Finch

Sound Designer/Engineer - Paul Le Couteur & James Martell, Nylon Studios

Sound House – Nylon Studios

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