FOXX Women in Sport
FOX SPORTS broadcasts 90% of women’s sport on Australian TV, leading the charge in championing gender equality. As part of this movement, I played a key role in developing the ‘I AM XX’ campaign, designed to inspire females aged 15–35 and families with young children to connect with women’s sport.
I spearheaded the creative direction for the campaign, crafting a compelling narrative to celebrate female athletes. My work included designing a cohesive visual identity and producing engaging social media content that resonated deeply with FOX SPORTS’ audience.
The campaign launched during a rising tide of enthusiasm for women’s sports, amplifying visibility and aligning FOX SPORTS with the global conversation on gender equality. By celebrating women in sports, it not only inspired young athletes and fans but also reinforced FOX SPORTS’ reputation as a champion of inclusivity, engaging new demographics and building brand loyalty.
The 'I AM XX' campaign stands as a testament to my ability to create work that captivates audiences while contributing meaningfully to larger cultural conversations.
The idea
XX = The female chromosome, represents eXcitement, eXtreme action…”
♀ = Venus symbol representing the female gender
Brand association = The f♀XXtrodinary women in sport
XX = The female chromosome, represents eXcitement, eXtreme action…”
♀ = Venus symbol representing the female gender
Brand association = The f♀XXtrodinary women in sport
They say strength and beauty come from within.
We believe that we know exactly where these attributes (and more) come from for women:
We believe that we know exactly where these attributes (and more) come from for women:
It's in their make up!
Social Media Campaign
The campaign, titled "XX," celebrated the achievements of women in sport, highlighting their extraordinary abilities and aiming to inspire young females. Utilising Fox Sports' social media channels, the campaign included a content series showcasing the stories behind women's sport, released fortnightly on platforms like Instagram, Facebook, and YouTube.
Creative Direction, Copywriting, & Design : Daniel Rammal
Content Production: Tom Radcliff
Content Production: Tom Radcliff