Mitchell & Ness / Emotional Baggage

As the Australian Rules Football season reaches its finals (almost half way through the season) the bottom half of the ladder is left with nothing to play for.

So we used AI to turn 128 years of AFL triumph and tragedy into literal baggage, flipping everyone’s season to give it more meaning and stirring a debate that became bigger than the final itself.

Coverage: Featured by ESPN, 6PR, Sunrise, Champion Data, Fox Sports, SEN, 7 News, ABC, Triple M, 9 News, Reddit, Ausmerican Aces, Hit 99.7, Fox 101.9, Life FM, Browny’s Podcast, GCB, Nova, Zinc 96.1, Little Black Book, Mumbrella, Campaign Brief

Role: Creative Director

Bags by ATKM, Victoria