SCG Mascot
Client: Sydney Cricket and Sports Ground Trust
The goal of this project was to create a mascot that not only resonated with the Sydney Cricket Ground’s deep historical roots but also connected meaningfully with its diverse sporting fanbase. The brief called for a character that could bridge generations, making the SCG's legacy accessible and engaging—especially for younger audiences.
The creative process began with a robust ideation phase, where over ten illustrated concepts were explored. Each design was developed to reflect key elements of the SCG’s culture, history, and architecture. After careful evaluation, Clancy emerged as the ideal embodiment of the venue’s heritage.
WHY CLANCY?
Clancy is inspired by the SCG’s iconic Heritage Clock—an enduring symbol of the ground’s 170+ year legacy. The clock, perched atop the Members Pavilion, has witnessed countless sporting milestones and holds sentimental value for generations of fans. By transforming this time-honored fixture into a mascot, the project breathes life into history with a warm, approachable character.
Clancy is designed to be more than just a mascot; he’s an ambassador. His role is to engage young fans and families, making the history of the SCG accessible through storytelling, interaction, and playful education. Just like the clock he’s based on, Clancy is timeless—a cheerful presence aimed at creating memorable experiences across all ages.
The project was led through all stages of development, including ideation, concept refinement, and final illustration. The design strikes a balance between historical reverence and modern charm, ensuring Clancy is instantly recognisable, delightfully animated, and rooted in the venue’s iconic identity.
CREDITS
Agency
Pixeloco Creative Agency
Executive Producer/Chief Strategy Officer Nathan Lyttleton
Character designer/development, Illustrator, creative lead: Sarah Coleman
3D Artist, Animator: Albert Hogeol Lee
Costume Mascot: Promotechics
Bobble Head: Bobbleheads Australia
