A game-changing campaign that reshaped the creative landscape for the Chiefs Rugby Club.

Moving towards a more emotive storytelling platform – I focused on capturing the grit, unwavering determination, and core values of The Chiefs — forging an unbreakable bond with fans.

What truly sets ‘Unleash Our Tribe’ apart from previous campaigns, is the focus on electrifying imagery and footage woven throughout the campaign. Heart-pounding match highlights, behind-the-scenes glimpses, and exclusive content created an unparalleled, modern fan experience.

A restructuring of the hierarchy across all assets was essential. Previously the graphic design work had taken centre stage in the Chief’s creative, making key information difficult to decipher. 

This was addressed through the development of a new, gritty visual treatment, allowing key messages to take centre stage. This enhancement brought clarity and impact to communications, facilitating better fan engagement.

‘Unleash Our Tribe’ isn’t just a campaign; it’s a testament to the club’s enduring spirit and a promise of more modern, exhilarating experiences in the future.