SUMMER SCHOOL
Summer School was a series where AFL players would undergo some very alternative training to help them get better at a certain footy skill - for instance car racing for improving speed, sheep herding for agility and pole dancing for core strength - it was a creative way to get players to do some crazy stuff!
CASE STUDY FOR:
Fun and fresh
Provide a fun and fresh take on the footy
Player personalities
Showcase a fun side of players personalities
Sponsorship opportunities
Open up a new area for sponsors to push product
Expand the audience
Expand the fan base and grow Channel 7 digital platforms
Make people smile
Add personality to the match coverage and make people smile
Engaging Content
Create engaging, fun and different content
I wrote Summer School for the AFL as a part of their partnership arrangement with Instagram to promote the IGTV platform.
The series was played exclusively on AFL IGTV and then later released across all AFL digital platforms. For this project I was the writer, producer, host and almost trampled by a herd of sheep!
Fast Facts:
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Client: Instagram and the AFL
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Location: Melbourne, Australia
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Year: 2020
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Placement AFL Instagram, AFL Facebook, AFL Youtube, AFL official website
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Sponsored by: Instagram

OVERVIEW:
CLIENTS SAY
WHAT MY
This was such a great project to be a part of. The basic idea of the show was that players would undergo some very alternative training to help them get better at a certain footy skill - for instance car racing for improving speed, sheep herding for agility and pole dancing for core strength - it was basically a creative way to get players to do some crazy stuff!
The client for this series was Instagram. Their main goal for the project was to encourage people to use the IGTV platform. In order to do this the show made deliberate stylistic choices to suit audiences on this platform.
Writing and producing this series was really fun. I wrote the show so that each episode followed a set formula - we meet the player, identify their problem, commence some training, have a fun competition and then do a final wrap up. Having this as a base for each episode meant that the show pretty much wrote itself.
If you're interested in learning more about how I can help you with producing some incredible content, get in touch with me via my contact page here.
ABOUT THIS SHOW
Series Aim

Julian Dunne
Head of Marketing and Content @ AFL

"Amberley has been a breath of fresh air at the AFL bringing a different perspective as well as a whole lot of fun to the team! If you have been looking for someone who can create, write, produce, direct, present, knock out voice overs, build props and even host a great weekly office trivia session then go no further! No matter what Amberley is tasked onto she always attacks it with a big smile and a tonne of enthusiasm."
"Amberley has been a breath of fresh air at the AFL bringing a different perspective as well as a whole lot of fun to the team! If you have been looking for someone who can create, write, produce, direct, present, knock out voice overs, build props and even host a great weekly office trivia session then go no further! No matter what Amberley is tasked onto she always attacks it with a big smile and a tonne of enthusiasm. "
Julian Dunne
Head of Marketing and Content @ AFL
If you would like to chat about your next project or just check out my incredible loud t-shirt collection hit me up!
GET IN TOUCH
LET'S MAKE SOME MAGIC!
Axe throwing with Isaac Smith
Player: Isaac Smith
Client: Instagram and the AFL
Location: Melbourne, Australia
Year: 2020
Placement AFL Instagram, AFL Facebook, AFL YouTube, AFL official website
Sponsored by: Instagram
EPISODE 1
01
How to herd sheep with Jason Johannisen
Player: Jason Johannisen
Client: Instagram and the AFL
Location: Melbourne, Australia
Year: 2020
Placement AFL Instagram, AFL Facebook, AFL YouTube, AFL official website
Sponsored by: Instagram
EPISODE 2
02
Go Karting with Stefan Martin
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Player: Stefan Martin
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Client: Instagram and the AFL
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Location: Melbourne, Australia
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Year: 2020
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Placement AFL Instagram, AFL Facebook, AFL YouTube, AFL official website
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Sponsored by: Instagram
EPISODE 3
03
EPISODES

Bowling with Mason Cox
EPISODE 5
05
VIEW EPISODE
