When OPSM approached the AFL to create a content series. It was pretty straight-forward to develop a concept that looked at how AFL athletes express themselves away from the field. We researched a number of players and their hobbies and focussed on those that aligned to OPSMs campaign narrative ‘Who eye am’. We hand selected a number of players we felt expressed the same creativity and aligned to the brands angle towards self expression. Within this campaign it was my role to create the brand look and feel that would appear across all brand assets. Also creating photo briefs for all athletes to explore there personal sides which was so important to expose in this series.