DD8, a creative, full-service company specializing in design, producing, directing, shooting and post-production, was commissioned for the rebrand of Australia’s premier sports network – Fox Sports Australia. The network includes six sports channels, a news network, sports apps and digital channels.
The catalyst for the rebranding was a series of new original “I Am” promotional video spots. Chief among the creatives behind the rebrand was visionary director Luke Farquhar, who was then a director for Fox Sports.
The Sydney based director is known for his poignant and highly stylized spots that blend together an impressive concoction of abstract imagery, strong characterization and world class storytelling.
Jean-Christophe Danoy is the acting CCO for Fox Sports Australia and he founded DD8 with Adam Duncombe and Susie Riddell. DD8 has ushered in its expansion with offices in Sydney, Singapore and Vietnam, and Danoy said, “Luke is different from the pack. Everyone in the office wishes they could do what he does. He is somehow freer – uncomplicated – and very different from any other director I’ve come across. He’s the cool one in any room. And he’s always right on brand.”
Farquhar has directed many commercials, spots, promos and branded content including for Channel [V] Australia’s music video show, “The Riff.” Farquhar has directed compelling spots for the Grammy nominated rapper ASAP Rocky, the UFC, Land Rover, Billabong, Schweppes, the Brit Music Awards and more.
“I like my spots to stand out from the rest,” Farquhar said, “so I always tried to push the envelope when coming up with the creative.”
For Fox Sports, Farquhar directed the “I Am Surfing” promo last March, which features surfers Noa Deane, Kelly Slater, Kolohe Andino, Gabriel Medina, Matt Wilkinson, Tyler Wright and others. Shooting commenced at the Australian Open of Surfing in Manly, New South Wales, Australia, and at Queensland, Australia’s Gold Coast.
“Because of my surfing background, it felt like the natural thing to do from Fox Sports’ perspective to put me in charge of the surfing re-brand, and all things that come under the Extreme Sports banner,” said Farquhar.
Set to the Ramones cover, “Beat in the Brat,” the surf promo is a 45-second rock and roll-like blitzkrieg that captures the spirit of the Australian surf scene both in and out of the water.
“I Am Surfing” received a lot of great responses, especially within the surfing communities,” Farquhar said.
Another component of the “I Am” rebranding campaign showcased Farquhar’s directing of personal narratives of acclaimed athletes such as boxer Jeff Hornet, surfer Mick Fanning, MMA star Ronda Rousey and Australian footballer Callan Ward.
“Luke’s not by fazed by fame. He can mix with anyone, and he gets a good relationship going with the talent,” said Danoy. “He’s a sports person himself and he gets them and they get him. He’s incredibly perceptive and really gets something unique from the talent. It’s in his personality. Luke has a great personality and unique perception and vision. He engages people and gets something out of them that they haven’t ever given before. He enables them to discover different parts of themselves. And they in turn enjoy the experience.”
The inspirational spots feature voiceover narration of the athletes who detail their personal stories of triumph.
“Luke gets the essence of the person,” Danoy said. “He tends not to go for the middle ground – he gets the darker or the lighter side. He gets the side that you don’t usually get to see. And he tells a story simply and clearly in a visual and emotive manner.”
Within the spots, Hornet recalls his journey to boxing and explains how he was picked on in high school, which motivated him to become a fighter.
Fanning, who survived an infamous shark attack last year, shares his wisdom on overcoming adversity, improving as a person and believing in your chosen course. “Dealing with mother nature, you never know what’s going to get thrown at you and things can turn around so quickly,” he says in the spot.
“After his nearly fatal shark attack in South Africa, Mick Fanning became not only the most popular surfer on the planet, but one of the most wanted people on the planet,” said Farquhar. “Our creative had to be different, original and worth his time.
“Being from the Gold Coast also, I knew where Mick would be and worked out my creative there. Instead of doing a “wham bam” in your face spot, I wanted to slow it down and strip it back. Mick agreed and went to work. A few days later, the job was done and got the tick of approval from Mick. Mick is a true pleasure to work with and created a very smooth work flow because of his laid back ‘yes’ attitude.”
In Rousey’s spot, she shares her story of working three jobs to make ends meet, while training full-time, and pursuing her goal of becoming not just one of the greatest women’s fighters, but one of the greatest fighters of all time.
Ward is the co-captain of the Greater Western Sydney Giants, of the Australian Football League, and in his spot, Ward explains the “Captain’s Curse,” which is the need for extreme mental toughness in conjunction with physical toughness.
Cinematographer Tom Punch worked with Farquhar on “I Am Callan Ward,” on The Riff spot, “New Blood” and on Farquhar’s Land Rover Discovery spot.
“Luke approaches directing in an original way,” he said. “It is refreshing and I think gets the best out of people. He is in it for the love, not the money. His approach is very unique. He has taught himself to tell stories in a very obscure way. He takes risks that others wouldn’t and this makes working with him exciting! Whether it’s the narrative, or concert he wants to get across, I feel that only Luke knows what the outcome of his work will be. He leaves me in suspense until I see the final cut and each time I’m always blown away.”
Other “I Am” spots Farquhar directed included “I Am a Fanatic,” which shows the euphoria experienced by two female Australian football fans riding in a car, screaming and celebrating the thrill of victory, as well as “I Am UFC,” a gritty ad focused on the training of male and female fighters.
The “I Am” rebrand also featured spots centered on other Australian sports franchises and figures such as Melbourne Victory, La Liga, Greg Inglis, Kim Ravaillion, Tim Cahill, Scott Pendlebury, Jack Miller, Israel Folau and more.
“Overall, the “I Am” rebrand has collected multiple awards with the help of myself and other directors under the guidance of the creative director, Jean-Christophe Danoy,” said Farquhar, who is eyeing further DD8 expansion with Danoy into the U.S market.
Check out the Fox Sports rebrand here: www.dd8.tv/welcome-1
Follow Luke and check out his work on Vimeo: www.vimeo.com/lukefarquhar