Women in Wool
Everyday is Game Day
Women in Wool was a special project with Playcorp for the AFL to launch a premium range of heritage AFL footy club accessories. The product was made with 100% Australian Wool, produced in Melbourne and was in club colours with no obvious branding. The brief was to create a series of images that elevated the product, attracted a new target market and positively promoted the key partners of Woolmark, AFL and City of Melbourne. The concept “Everyday is Game Day” was created to capture the excitement and anticipation of going to the footy. The project involved the concept, creative direction, styling, as well as team selection of photographer, models and hair and make-up artist.