Easts to Win

Client: Sydney Roosters NRL

Over five years, I’ve led the art direction for the Sydney Roosters’ game day content, shaping a bold and immersive visual experience across IPTV, Superscreen, and LED platforms. From player profiles to uniform launches, try and goal celebrations, and crowd-fueled chants, each execution is crafted to heighten energy and deepen fan connection.

Every player profile is uniquely art directed to reflect the individuality of the athlete while staying true to the Roosters’ dynamic brand identity. My focus has been on building a cohesive yet evolving visual language—one that captures the club’s spirit and ignites an unapologetic celebration of the tri-colours throughout the stadium.

The central idea is centered on prioritising fans in the sports experience, capturing the heart of their passion - sport is for the fans.

We follow a guideline that pairs every players reaction with a corresponding fan moment that captures a similar sentiment. While these moments don’t need to feature identical poses, they should resonate with the emotion displayed by the players.

Since every reaction to in-game plays is unique, it’s important to recognise that fans express their celebrations in diverse ways, just as players do.

CREDITS

Agency
Pixeloco Creative Agency

Executive Producer/Chief Strategy Officer Nathan Lyttleton
Art Director Sarah Coleman
Edit/ Motion Design Moto Morinaga
Producer Lana Spehar