St Kilda Football Club

Saints Say Thanks

A fan-first hero film built around a genuine surprise between the club's players and one of its most committed supporter groups.

1M+

TikTok views

32K+

Match attendance

Watch the work

As part of a week-long celebration honouring loyal members and fans, the club needed a hero video that recognised their dedication.

The idea brought Aisle 29, a well-known and passionate supporter group, into the players' world to capture an honest surprise.

Improve fan sentiment after a challenging on-field season, drive late-season attendance and encourage new memberships for 2025.

I developed the hero video concept and organised production, including the participant coordination and social rollout plan.

The film generated more than 1 million TikTok views.

St Kilda ranked third among 18 AFL clubs for TikTok performance that week.

More than 32,000 people attended the second-to-last home game against Geelong, a fixture that has historically struggled for late-season attendance.

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