‘This is what makes being a Swan so special’: Sydney AFL club launches high-energy brand film
AFL team, the Sydney Swans, is releasing a brand film that approaches the club through a fresh perspective, featuring shots of captain Callum Mills and rising star Ally Morphett among other players.
Set to enter the market on February 11, the team’s 2025 brand film, ‘Here’s The Rundown’, was developed via a collaboration with the Seven Network’s TV production division, Red Engine. The arm’s Kiera Leather directed and conceived the film, with senior creatives Ben Fletcher and Sam Power providing collaborative support.
Overall, it’s designed to showcase the Swans’ values, ambitions and personality through a modern lens – one that appeals to a diverse, younger audience, while also resonating with long-time Swans fans.
“I wanted to capture how, from my own experience, both the players and fans uphold the club’s values and ethos,” Leather explained.
“This is what makes being a Swan so special. Our campaign strives to bring that sense of belonging to the whole of Sydney.”
The 90-second film combines shots of the Swans on the field and fans attending a game, drone footage “and authoritative storytelling” to reinforce the relationship the AFL club has with its fans.
“A Swans game at the SCG is a truly unique Sydney experience and we are thrilled that Red Engine has been able to capture the emotion and energy of that experience from a fan’s perspective,” said Loretta Johns, executive general manager of marketing and communications at the Sydney Swans.
“While the film highlights some of the incredible things our athletes do on the field, it also offers a snapshot into their personalities off the field, which we know helps build the connection with our members and fans.
“After achieving record crowds and record membership last year we’re excited that the 2025 season is almost here and look forward to seeing a packed SCG on Friday, March 7 for our Opening Round match against Hawthorn.”
The Swans’ ‘Here’s The Rundown’ brand spot will air on the club’s social media platforms – Facebook, YouTube, TikTok and Instagram – and via its broadcast partnerships.
Credits:
Sydney Swans, Executive General Manager of Marketing and Communications: Loretta Johns
Sydney Swans, Manager – Brand & Campaign: Nicola BlatchfordLead: Mia Morrissey
Production Company: Red Engine
Creative/ Director/ Editor: Kiera Leather
Senior Creative: Sam Power
Creative Manager: Ben Fletcher
Producer: Chris Seeto
Director of Photography: George Tyler, Miles Rowland, Rudge Hollis, Josh Kind
Design and Colour Grade: Pete O’Neill
Additional VFX: Giselle Epstein
Audio Mix: Simon Connett
2nd AD/ Additional Stills: Kate McGee
1st AC: James Campbell
Gaffer: Nik Damianakis
Best Boy: Harleigh English
Location Sound: Piotr Wasilewski
Hair & Makeup Artist: Jenny Roberts
Production Runner: Brendon Song
Extras Co-Ordinator: Brittany Constable
Production Assistant: Dani Hansen
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Kiera LEather
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