Project Creative Director by Hello Shovel’s Adam Connolly, while at Visual Domain
CommBank x FA
Growing football fund
Grassroots football doesn’t run on talent alone. It runs on volunteers, patched-up facilities, long drives to training and people who care enough to keep showing up. For Commonwealth Bank and Football Australia, the Growing Football Fund wasn’t just about investment, it was about backing the people doing the work at ground level.
Because the future of the game is built long before anyone pulls on a national jersey.
About the project
Created for CommBank and Football Australia, this series focused on the real voices behind grassroots clubs, the players, coaches and communities shaping the game from the ground up.
As Creative Director, Adam developed a storytelling approach that moved away from traditional interviews and instead framed each film like a grant submission. Clubs spoke directly, sharing who they are, what makes them special and the challenges holding them back. Then importantly, what impact the Growing Football Fund grant had on their club.
Filmed across four clubs in three states, from inner-city Melbourne to regional NSW towns, the production focused on honesty over flashy.
We don’t need to dress these stories up. They already matter.
Result
The final series delivered a grounded and human look at grassroots football, showing exactly where the Growing Football Fund makes a difference.
Across multiple platforms and formats, each club’s story was broken into a suite of assets designed to reach wider audiences while keeping the message clear — support at this level shapes the players and communities of tomorrow.
