A full campaign, built from one session with an AFL great, Scott Pendlebury
A full campaign, built from one session with an AFL great, Scott Pendlebury
A full campaign, built from one session with an AFL great, Scott Pendlebury
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About
Iron Edge is a long-standing Australian strength and conditioning equipment brand, the gear serious gyms and athletes have trained on for years. When they joined forces with AFL icon Scott Pendlebury, they came to us for the concept and the creative to make the partnership land.
It was a natural fit before a word was written. Scott has trained on Iron Edge gear across basically his entire AFL career and is the all-time longest and most consistent in the league. A durable brand and a durable athlete. The story was already there; our job was to capture it properly and turn it into a campaign.
The Challenge
Here's the catch. We had Scott for two and a half hours. That's it.
Two and a half hours to walk away with everything the partnership needed to run for the next six months. Not a few clips and some nice photos, but a hero film, social cut-downs, web and EDM stills, and a full bank of paid ad creative. All of it. From one morning.
And you don't get a reshoot with a player like Scott. Whatever we missed on the day was just gone. So the real problem was never "how do we film an AFL star." It was this: how do you pull an entire campaign out of a single short session, and know exactly what to shoot before he even walks in the door?
Strategy
We planned it backwards from the ads.
One angle, locked before the day. With the Iron Edge team, we agreed the story first: endurance and longevity. The work behind the scenes that keeps Scott at the top for so long, and the longevity of Iron Edge itself, the brand he's trained on the whole way. One idea. Every question and every shot had to earn its place against it, so nothing on the day got wasted.
We split the window to protect the part we couldn't redo. Roughly an hour on the speaking piece, ninety minutes on filming and stills. Speaking came first. It's the irreplaceable bit, the words only Scott can give you, shot against questions written just for him. And we made one deliberate tweak: we steered those questions toward his favourite pieces of gear rather than his favourite movements. Same effort from Scott, but now the answers doubled as product messaging we could cut straight into ads.
Video and stills, same pass, station by station. No two separate shoots. The videographer grabbed clips at each piece of equipment, then stepped back so the photographer could shoot the stills, then we moved on. One run of the room, two complete sets of deliverables. It's the only way a hero film and a full stills library both come out of the same ninety minutes.
Everything on a run sheet. Equipment list, exercises per station, shot order, all agreed in advance, from the Nexa Rack through to the dumbbell work. On the day, the time went into shooting. Not deciding.
Then it was a matter of breaking the footage down into what the partnership actually had to deliver: a hero film, the social cut-downs, and a Meta ad suite sized for every placement.
Outcome
The hero film became the centrepiece built around Scott's 442-game career, cut with pace, pull-out text and overlays that made the longevity story land hard. From the single session we delivered the hero edit, additional product videos, a full stills library, and the campaign resized across every ad format, plus clean versions for web banners and EDM headers.
The assets were built to run through Iron Edge's biggest retail window of the year, with months of organic and paid life ahead of them.
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