I was brought on by SDB Academy to lead the creative for their MIC Cup campaign - with the goal of building hype, capturing the players' journey, and making the U12 squad feel like professionals in the lead-up to one of the world’s top youth football tournaments in Spain.
To kick things off, I directed two photoshoots in Sydney and the Gold Coast with a nostalgic Old School Football theme. Using vintage effects, grain, and strong storytelling, I created two city-specific Instagram carousels to showcase the team’s kits and identity in a way that felt elevated, yet authentic to grassroots football.
In the lead-up to Spain, I captured training sessions, player interviews, and behind-the-scenes coaching moments to build excitement and demonstrate the academy’s professionalism. The content focused on energy, preparation, and passion — making the kids feel like stars while also speaking directly to families and the wider community.
After the tournament, I produced a 15-minute documentary that recapped the full journey - from preparation in Australia to competing on the international stage. The film was designed for future marketing, social media, and to give parents a lasting look into what SDB offers at the highest level.
Documentary: https://www.youtube.com/watch?v=58AeNHrmbUc
