Hits Hard

Created in partnership with Transport for NSW and NSW Rugby League, Hits Hard uses the familiarity of rugby league to encourage safer driving behaviours. Featuring players from the NSW Blues and Blues Women, the campaign draws a parallel between mistakes on the field and the real-world consequences of mistakes on the road.

I helped shape the creative direction of the campaign, developing a visual style that felt striking without overshadowing the message itself. Finding that balance was key to creating a campaign that resonated emotionally while remaining true to both the sport and the road safety initiative. It was a really moving experience, hearing real stories from people who had experienced the tragedy of road incidents. We hope that their stories highlight the severity and consequences of unsafe driving.