Hawks

When the Illawarra Hawks wanted to bring the NBL back to Canberra for a blockbuster showdown, they needed a campaign that felt as big as the game itself. The vision was clear: create an explosive, high-energy television commercial that would not just announce the event, but ignite a city-wide movement. Our mission was to capture the raw, heart-pounding spectacle of professional basketball and channel it into an unmissable call-to-action: “Pack the Palace.”

We crafted a story of pure adrenaline, blending the grit and grace of the players with the electric atmosphere of a live audience. By combining high-impact gameplay footage with powerful, rhythmic editing and dynamic motion graphics, we built a visual crescendo that mirrors the excitement of a final-quarter comeback. This high-production-value approach transformed a simple game announcement into a cinematic event, ensuring the message hit with the force of a slam dunk.

The result was a powerful tool that did more than just sell tickets—it built hype and mobilized an entire fan base. The “Pack the Palace” commercial created an undeniable sense of FOMO (fear of missing out), driving a surge in sales and ensuring a packed-out arena. By elevating their message with a premium, cinematic feel, we helped the Hawks command attention, strengthen their brand, and create a legendary game-day experience.