Google Footy Skills Lab

Australians have a deep cultural connection to AFL, yet 65% of young Aussies have no access to formal coaching or training. Google set out to change that with the Footy Skills Lab Trainer, a Google AI-powered skills experience built with the APAC Partner Innovation team. The challenge was to bring it to life, creating video content that would reach every young Australian, regardless of ability, gender, location, or background. 

Sense was brought in to produce the content series that would launch and amplify the Footy Skills Lab to audiences across Australia.

Where Do You Train?: Sense produced a cinematic content series featuring local grass roots teams across the country as well as current AFL professional players and ambassadors training in their authentic hometown locations. From dusty outback ovals to urban streets and coastal beaches, each film told a personal story of what the game means to them and how they train.

Intimate, authentic storytelling: Each film gave fans behind-the-scenes access to their sporting heroes, where they started, what drives them, and the training tools that built their careers. Interview-style direction mixed with live action footage created a genuinely human, relatable tone.

A community built around the game: Fan-submitted videos were featured on stadium screens on game day, with giveaways, player meet-and-greets, and a dedicated online hub bringing the community together around a shared love of the sport.

Reach beyond the club system: The content series helped put Google AI-powered coaching in front of young Australians who had never had access to formal training, carrying the Footy Skills Lab into communities far beyond traditional AFL strongholds.

Authentic brand connection: By embedding Google into a genuinely loved national sport through real stories and real people, the campaign built lasting brand affinity with everyday Australians.

Culture-led engagement: The content series and fan participation mechanic drove social sharing, online community growth, and a uniquely human expression of what Google technology can do, helping democratise sport for every Australian.