Unstoppable was built around the idea of constant motion. At the heart of the campaign is the 3D round, the master brand device that represents momentum and connection. It became the anchor for the visual identity, a symbol of energy that never slows and a reminder that progress has no end point.
From this idea, the campaign expands into moments that highlight the athletes themselves. Each image captures them in their element, mid-stride or mid-thought, in that split second of pushing beyond what’s expected. These visuals are paired with short, powerful copy lines written as inner monologues. Together they reveal the mindset behind performance and the resilience that ties every athlete to the next.
The creative direction focuses on honesty and strength. Clean typography, authentic imagery and a restrained colour palette keep the attention on the athletes’ emotion and intent. Every design decision reflects movement, endurance and unity.
Unstoppable is more than a campaign. It’s a portrait of what it means to keep going when things get hard. A reflection of the spirit that runs through every athlete who wears green and gold, and a reminder that being unstoppable isn’t about perfection. It’s about never standing still.
Big Freeze 11 marked a pivotal moment to transition leadership from Neale to the nation, inviting Australians to Live It Forward and shape the next chapter. The campaign encouraged individuals to embrace leadership and make an impact.
The creative direction featured bold, icy visuals with dynamic typography and strategic copy to show how Australians could take action. High-profile ambassadors, including Eric Bana, Abbey Holmes and AFL star Max Gawn, reinforced the campaign’s cultural significance.
The changing rooms at Marvel Stadium were transformed into an impromptu photography studio. I art directed and coordinated a team of five to capture dynamic, high-quality images that reflected the campaign’s bold, icy aesthetic.
The campaign was rolled out nationwide with a media plan that included oOH media, JCDecaux, Newscorp and more, ensuring it reached audiences across multiple touchpoints.
The visuals and messaging gave Australians a clear invitation to engage with the Big Freeze legacy. Live It Forward inspired participation, encouraged leadership, and motivated people to be part of the next chapter.
Big Freeze 11
FightMND – Creative Campaign – 2025