Demon Spirit Lives Here

The ‘Demon Spirit’ theme took centre stage during the Melbourne Club’s 2022 season, striking a chord with their devoted fans. As the finals approached, I worked with the creative team to conjure an evolution of their in-season campaign; to maintain continuity while offering something fresh to rally behind.

The campaign’s catch-cry, ‘Demon Spirit Lives Here,’ encouraged fans to actively engage and show up for the club’s crucial finals matches. Designed as an interactive campaign, empowering supporters to take ownership and immerse themselves in the spirit of the game. The campaign video heroes the devoted supporter base, while interactive GIFs and image frames allowed fans to overlay their own content, fostering a sense of participation.

The campaign’s look and feel was utilised across all touchpoints including social media templates, Instagram stickers and gifs,  website assets, video end cards, stadium graphics and LEDs. 

As a contractor, and former employee of the Club, I supported the team with the rollout of assets across a wide variety of touchpoints, leveraging both graphic and motion skill sets. My adaptable working style proved favourable, and I worked closely with the partnerships team on all sold assets – working with sponsors through to ensure the assets met the expectations of all parties.

Upon launch, the campaign received an overwhelming response from fans, further solidifying the ‘Demon Spirit’ as an enduring cornerstone of the club’s identity for seasons to come.