The Victorian Football League (VFL) and VFL Women’s (VFLW) competition required high-quality video content to support their digital media strategy for the 2024 season.

With clubs from across the league participating, the media day aimed to capture a comprehensive suite of pre-produced assets, including interview-style content with club captains, for use throughout the year.

Red Onion Creative brought a professional and tailored approach to the media day held at ETU Stadium (North Port Oval). In preparation, the team collaborated with the VFL to develop a set of relevant and specific interview questions, ensuring the content would resonate with fans and suit a variety of promotional contexts.

On the day of the shoot, Red Onion provided all necessary equipment, including high-quality cameras, lighting, and audio equipment. A skilled crew of camera operators and production staff were on-site to ensure smooth execution. Team members were stationed to engage with athletes, ask prepared questions, and direct them around the set to maximize efficiency and comfort. The production team’s professionalism and expertise ensured a relaxed yet productive atmosphere for the players and staff involved.

The media day was a resounding success, with Red Onion Creative delivering high-quality video content that met all aspects of the VFL’s brief. Over the course of the day, interview content was seamlessly captured with club captains, representing every team in both the VFL and VFLW competitions.

The team provided the league with engaging and polished video content ready for distribution across social media platforms and other promotional channels. The videos prominently showcased the athletes, highlighting their personalities and building excitement for the 2024 season.

Red Onion Creative demonstrated their expertise in video production and event coordination, delivering a seamless experience for the VFL and producing high-quality content that amplified the league’s media strategy. The project showcased Red Onion’s ability to manage complex shoots, collaborate effectively with clients, and create impactful assets that drive engagement and excitement for sporting events.

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The Victorian Football League (VFL) and VFL Women’s (VFLW) Grand Finals represent the pinnacle of the season, showcasing the best teams and players. Red Onion Creative was commissioned to capture and produce high-quality video packages that would encapsulate the drama, emotion, and excitement of both Grand Final days.

Red Onion Creative deployed a skilled team equipped with professional cameras, microphones, and gear to capture every key moment of the VFL and VFLW Grand Finals. The day began with filming pre-match activities, including player warm-ups, fan interactions, and preparations. During the games, operators focused on capturing standout action, coach-player interactions, and halftime strategy moments.

Post-game, the team documented celebrations, from the final siren to medal presentations and change-room festivities. Interviews with Winning Captains, Coaches, and Best on Ground Award Winners were filmed immediately, incorporating match-day B-roll for added depth. The post-production team then crafted polished, emotive video packages with seamless editing and professional audio enhancement.

Red Onion Creative delivered compelling 90-second highlight packages and interview pieces for both the VFL and VFLW Grand Finals. The videos captured the thrill of the matches, personal triumphs, and the emotional journey of the winning teams. Fans and stakeholders praised the high-quality storytelling, which authentically showcased the excitement of Grand Final day.

The content elevated the league’s digital presence, engaging audiences and providing a lasting celebration of the 2024 season’s pinnacle event. The project demonstrated Red Onion’s ability to deliver impactful, professional video content under tight timeframes.

This project highlighted Red Onion Creative’s ability to manage large-scale event coverage and transform raw footage into emotive, polished video packages. By combining technical expertise with creative storytelling, the team captured the intensity and celebration of the VFL and VFLW Grand Finals, delivering content that connected with fans and celebrated the league’s premier events.

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The Central Rivers Football Netball Leagues faced the challenge of adapting to the digital era while preserving the essence of the traditional football record booklet. 

With rising print costs and decreasing demand for physical copies, the leagues sought a modern solution that would deliver the same valuable content in a user-friendly, accessible format.

Red Onion Creative was tasked with developing a digital alternative that would provide all the features of the print record while enhancing accessibility and user engagement through mobile and web platforms.

Red Onion Creative rolled out the project in two distinct phases. Phase 1 involved creating a standalone "Digital Record" that mirrored the traditional print format in a custom-built web design. The design replicated the familiar layout of the printed record while leveraging digital tools to enhance functionality, such as interactive team lists and live updates.

Phase 2 saw the development of a brand-new Central Rivers website, designed to provide a seamless user experience. The website integrated a "Game Day" section, incorporating all the elements of the Digital Record alongside additional features like live match coverage and dynamic content updates. This approach ensured the Digital Record became an integral part of a broader online ecosystem, enhancing its value and utility for users.

Throughout the process, Red Onion focused on usability, ensuring the platform was accessible across devices, including smartphones and tablets. Collaboration with the leagues ensured that weekly updates, club notes, and other key content were seamlessly integrated and visually engaging.

The transition from print to digital was a resounding success, positioning Central Rivers as a pioneer in grassroots football’s digital transformation. The Digital Record provided fans with a readily available, mobile-friendly platform that retained all the features of the traditional booklet while adding interactive and real-time capabilities.

User adoption soared, with significantly higher engagement on the Digital Record and website compared to the limited sales of printed records in previous years. Clubs and fans embraced the new platform, citing its convenience and enhanced accessibility. The integrated "Game Day" section further solidified the website as a central hub for league content, fostering stronger connections between fans, clubs, and the broader community.

The project also delivered cost savings by eliminating the need for print production, aligning with the leagues’ goal of financial sustainability. Red Onion Creative’s innovative approach positioned Central Rivers as a leader in digital solutions, setting a benchmark for other grassroots leagues.

Red Onion Creative demonstrated its ability to innovate and modernise grassroots sports communication with the successful implementation of a Digital Record and a comprehensive website for Central Rivers. By adapting a cherished tradition into a contemporary format, the project enhanced user engagement, reduced costs, and showcased Red Onion’s expertise in digital transformation for sporting organizations.

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As one of Ballarat’s leading strength and conditioning gyms with a strong sense of local community, RAD Centre is a key supporter of the Ballarat Football Netball League and its legion of rising athletes. Red Onion Creative was commissioned to help increase the profile and awareness of RAD Centre within the Ballarat FNL community.

The idea to highlight RAD Centre’s high-quality facilities was an early driver for the Red Onion Creative team when imagining and developing the story and look of the videos. Working with the team at RAD Centre we were able to establish the key tones and messages that the client wanted to deliver from this project.

With a focus on connecting with the local community and emphasising the wide range of quality services and equipment at RAD Centre, we implement key techniques to achieve this. By conducting interviews on location at RAD Centre, it gave the audience a first-hand look at the business. Speaking with members from the RAD team, their in-depth knowledge of their trade and facility also provided an insightful look to the brand.

Red Onion Creative also produced several case study videos with clients of RAD Centre, speaking of their personal experience at the business. This provided a unique yet relatable perspective to the business as prospective customers were given a relevant testament from fellow athletes.

Red Onion Creative produced multiple 90-second video packages for RAD Centre, to be released on the Ballarat FNL social channels as part of a partnership agreement. The videos provided the opportunity for the business to be introduced, highlighted and connected with a targeted audience.

By utilising several key production strategies, the team at Red Onion Creative were able to provide multiple high quality, insightful and engaging video assets. These videos effectively increased RAD Centre’s visibility within the Ballarat FNL community, enhanced its brand identity, and solidified its position as a key supporter of local athletes.

Overall, the project showcased Red Onion Creative’s ability to produce high-quality, engaging video content when working with clients that effectively conveyed key brand messages, connection with the audience, and enhanced reach within the online, social media community.

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