At splose, we love helping Allied Health professionals get on top of their admin so they can focus on what really matters, their clients. But this time, we found ourselves behind the camera instead of behind the desk.
Our latest brand film was our most ambitious yet. Shot across two days, with a full crew and a surprise cameo from a few familiar AFL faces, the campaign was designed to celebrate just how streamlined practice management can feel when it’s done right.
We set out to capture why splose exists, to take the admin load off practitioners. We wanted the story to feel human, proud, and a little unexpected. Partnering with AFL athletes brought that sense of high performance and dedication, while Fitzy brought heart, humour and relatability. It gave us the perfect mix to tell a story that feels iconic but grounded, showing how the work practitioners do every day has real, meaningful impact.
Here’s how it all came to life, from first scribbles on a notepad to the final cut.
The idea: lost in translation
When we kicked off the project with our creative partners, the goal was simple, show how splose makes a difference not just for Allied Health professionals, but for their clients too.
The team quickly landed on the hilarious and relatable insight that when people talk sport, they’re often speaking a whole different language. As a bystander, keeping up with the jargon and tall-tales can be hard to keep up. But with the help of splose features like transcribe and summarise, practitioners can spend more time with their clients to ensure they’re getting the best help they need.
We decided early on to show the experience from the client’s point of view, because that’s the real-world impact of using splose. When admin is running smoothly in the background, the client feels it. That’s the splose difference. So while this story honours the practitioner, it does it through the eyes of the person they’re helping, which felt like the most powerful way to show the ‘why’.
The script: putting it all together
We knew from the start this wasn’t going to be a tech demo. It was about emotion, energy and real-world relatability. The script focused on Ryan Fitzgerald (Fitzy), beloved radio presenter and former AFL player, who has had a mishap playing a game of footy. As he enters the physio practice, he’s greeted by current AFL superstar Brodie Smith who help create the world Fitzy finds himself in.
“The humour was spot-on, but what I loved most is that it still showed the real connection between a client and practitioner. It’s the kind of story that anyone who’s ever played suburban footy can relate to.”
From concept to shoot, the team worked closely with the talent to bring their personalities into the fold. The result? A performance that’s authentic, entertaining and perfectly pitched to our audience.
Rather than explain every splose feature, we showed how it worked in real life. Showcasing Fitzy in his element of tall-tale footy stories which could confuse even the most diehard of fans.
Fitzy laughs: “I’ve told a few footy yarns in my time, so leaning into that part of myself was pretty natural.”
All of it captured, summarised, and ready to go with the help of splose AI. All helping the practitioner build a plan to get Fitzy back on the park.
Nicholas adds: “AI is the unsung hero in this campaign, always working quietly in the background to keep things moving. We wanted to highlight the moments where splose AI truly shines, like instantly turning voice notes into clean, accurate session notes, or summarising emails so nothing important slips through the cracks. These are the things that free up headspace and give practitioners more time to focus on their clients.”
The energy on set was incredible, a mix of creatives, athletes and splose team members all working together to bring the vision to life. The camera rigs were complex. The shots were ambitious. And yes, the runner was sent out probably too many times to grab coffees, but we think you’ll all agree that it was definitely worth it for the end result.
The whole shoot was a lot of fun. Everyone, from the splose crew to the agency team and the (footy) boys were moving in the same direction. It never felt stiff or overproduced, it just felt like a bunch of good people having fun and making something meaningful together.
