As Senior Art Director – Marketing at Stan, I helped lead the marketing and creative delivery of the platform’s Olympic Games Paris 2024 campaign, one of the largest and most complex campaigns undertaken by the business.
The campaign supported the launch and positioning of Stan Sport as Your Home of the Olympics, introducing Australian audiences to a comprehensive streaming experience spanning every Olympic event, live and on demand coverage, 4K viewing, dedicated sport channels and international viewing options.
My role sat at the intersection of marketing, creative leadership and large-scale production. Working across Stan, Nine, Olympic stakeholders, international partners, agencies and production teams, I helped translate the broader marketing strategy into thousands of creative assets across digital, social, OOH, CRM, platform, broadcast, partnerships and consumer touchpoints.
The scale of the campaign required a fundamentally different approach to creative production. I helped coordinate a network of more than 60 creative specialists and freelancers, establishing workflows, templates, production systems and approval processes capable of delivering an extraordinary volume of campaign material against immovable Olympic deadlines.
Internationalisation was a major component of the project. Creative requirements extended across more than 40 languages, requiring careful management of localisation, brand consistency, technical specifications and stakeholder approvals while maintaining a unified visual identity across the campaign.
I also contributed to the creative development and delivery of the Stan Sport Paris 2024 launch at the Sydney Opera House, helping introduce the Olympic proposition to media, partners and stakeholders ahead of the Games.
Automation played an important role in delivering the campaign at scale. Building on production systems I had developed within Stan, automated and dynamic creative workflows helped reduce repetitive production, accelerate asset creation and allow creative teams to concentrate on higher-value campaign development.
The campaign culminated in the Olympic Games Paris 2024, with Stan Sport delivering every Olympic event to Australian subscribers and achieving record subscriber growth and viewing performance during the Games.
Paris 2024 became a landmark campaign for Stan Sport, supporting the platform’s most comprehensive sports offering to date and contributing to more than 50% growth in Stan Sport subscribers during the Olympic period.
The Games also produced record viewing performance for the platform, with Stan Sport recording its highest viewing day at the time, exceeding its previous pre-Olympic record by more than 60%.
Behind those results was an enormous creative production operation. I helped lead and coordinate creative delivery across more than 60 specialists and freelancers, with campaign requirements spanning more than 40 languages and a complex network of internal, external and international stakeholders.
Creative systems, automation and scalable production workflows allowed thousands of campaign requirements to be delivered across digital, social, OOH, CRM, platform, broadcast and partnership environments while maintaining consistency across the Stan Sport and Olympic brands.
The campaign demonstrated the value of combining marketing strategy, creative leadership, technology and production innovation at scale, helping Stan turn one of the world’s largest sporting events into a major customer acquisition, engagement and brand-building moment.
