FOXX Women in Sport
Challenge
FOX SPORTS broadcasts 90% of women’s sport in Australia and wanted to strengthen its role as a champion of gender equality. The challenge was to inspire young women (15–35) and families to connect emotionally with women’s sport, increasing viewership and brand loyalty.
Approach
I spearheaded the creative direction for the “I AM XX” campaign, crafting a compelling narrative that celebrated female athletes and their extraordinary achievements. The campaign’s name referenced the female chromosome (“XX”) and was paired with strong visual symbolism, including the Venus symbol, to reinforce empowerment and inclusivity.
I spearheaded the creative direction for the “I AM XX” campaign, crafting a compelling narrative that celebrated female athletes and their extraordinary achievements. The campaign’s name referenced the female chromosome (“XX”) and was paired with strong visual symbolism, including the Venus symbol, to reinforce empowerment and inclusivity.
I developed a cohesive visual identity system and designed engaging social media content, ensuring consistency across digital, broadcast, and promotional platforms. The messaging was intentionally designed to align with the global conversation on gender equality, positioning FOX SPORTS as an authentic advocate for women in sport. This visual and narrative framework positioned FOX SPORTS as the home of the f♀XXtrodinary women in sport.
Impact
The campaign launched during a surge of enthusiasm for women’s sport, amplifying visibility for female athletes and attracting new demographics to FOX SPORTS’ audience. It reinforced the network’s reputation as a leader in championing inclusivity in sports, inspiring young athletes and fans while building stronger brand affinity and loyalty.
The campaign launched during a surge of enthusiasm for women’s sport, amplifying visibility for female athletes and attracting new demographics to FOX SPORTS’ audience. It reinforced the network’s reputation as a leader in championing inclusivity in sports, inspiring young athletes and fans while building stronger brand affinity and loyalty.
My Role: Creative Direction, Brand Narrative, Visual Identity System
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.