I directed a high-profile shoot featuring Daniel Ricciardo, then driving for Red Bull, to launch the F1 season as part of FOX SPORTS’ national brand campaign, “I AM FROM A FOX SPORTING NATION.” The shoot, held in London, included an exclusive interview and a channel promo themed “I AM FEARLESS,” designed to position Ricciardo as the embodiment of determination and national pride. Additional themed visuals were created to reflect the locations of key races, ensuring consistency with the broader campaign narrative. This work reinforced FOX SPORTS’ positioning as Australia’s home of premium motorsport coverage and connected with fans through a bold, hero-driven storytelling approach.
Challenge
FOX SPORTS wanted to reinforce its position as Australia’s leading sports broadcaster by celebrating the country’s passion for sport and aligning the brand with iconic athletes.
FOX SPORTS wanted to reinforce its position as Australia’s leading sports broadcaster by celebrating the country’s passion for sport and aligning the brand with iconic athletes.
Approach
As part of the FOX SPORTING NATION campaign, I led the brand creative direction for a series of athlete-focused shoots, including a high-profile campaign featuring Daniel Ricciardo. The visual narrative was designed to capture the energy and national pride of Australian sport, ensuring consistency across broadcast, digital, and social platforms while staying true to FOX SPORTS’ brand system.
As part of the FOX SPORTING NATION campaign, I led the brand creative direction for a series of athlete-focused shoots, including a high-profile campaign featuring Daniel Ricciardo. The visual narrative was designed to capture the energy and national pride of Australian sport, ensuring consistency across broadcast, digital, and social platforms while staying true to FOX SPORTS’ brand system.
Impact
The campaign strengthened brand recognition and fan connection, reinforcing FOX SPORTS’ positioning as the home of Australia’s sporting heroes. The Daniel Ricciardo creative was one of the campaign’s most recognisable assets, driving significant engagement across digital and broadcast channels.
The campaign strengthened brand recognition and fan connection, reinforcing FOX SPORTS’ positioning as the home of Australia’s sporting heroes. The Daniel Ricciardo creative was one of the campaign’s most recognisable assets, driving significant engagement across digital and broadcast channels.
My Role: Brand Campaign Creative Direction & Visual Narrative
