SPORT | COMMUNITY | BROADCAST
True Sport
Campaign
A brand film for Channel 7 Perth and their client Sport West celebrating the values that make community sport worth showing up for — fair play, respect, and the spirit that goes beyond the scoreboard.
Client
Sport West
Supporting Partner
Channel 7 Perth
Campaign Output
Brand Film
Produced for Channel 7 Perth and Sport West
Broadcast Segment
Aired on The Game – Channel 7’s locally produced football programme.
Talent
Ryan Daniels, Sports Presenter
Channel 7, Perth
Market
Perth & Western Australia
the campaign
Sport is more than
the result.
The True Sport brand film captured something every West Australian who has ever played community sport knows — that what happens on the field, the court, and the oval shapes character in ways that last long after the final whistle. We told that story without saying it directly.
The brief
More than a message.
A movement.
Channel 7 Perth and Sport West came to us with a brief to produce a video that brought the True Sport program to life. True Sport isn't a slogan — it's a values framework for community sport across Western Australia, built around fair play, sportsmanship, and the idea that how you play matters as much as whether you win.
The challenge was to create something that felt authentic to the community sport experience — not polished corporate content, but a genuine celebration of the values that make local sport worth caring about. Content worthy of broadcast on Channel 7, but grounded enough to resonate with every volunteer, coach, and junior player in WA.
Challenge 01
How do you produce broadcast-quality content that still feels authentic to the grassroots community sport experience — not slick, but not amateurish?
Challenge 02
How do you make values like fair play and sportsmanship feel tangible and emotionally resonant on screen — rather than abstract or preachy?
Challenge 03
How do you create a piece that works as a standalone brand film and also integrates naturally into The Game — Channel 7's existing football broadcast format?
Challenge 04
How do you work with a live television presenter to ensure the content feels integrated with Channel 7's brand while serving Sport West's program objectives?
What we delivered
The work
Advertising strategy & concept development
A content strategy built around authentic storytelling — identifying the moments, people, and emotions that make community sport meaningful in WA.
Storyboarding & production planning
Full storyboard and pre-production planning — mapping every scene, shot, and sequence before a camera was picked up.
Brand film production
End-to-end video production including shoot, edit, colour grade, and audio — delivered to broadcast specification for Channel 7 Perth.
Broadcast segment — The Game, Channel 7
Working with Channel 7 Sports Presenter Ryan Daniels, the segment was produced for and aired on The Game — Channel 7's locally produced football programme.
The creative idea
Show the game
behind the game.
True Sport lives in the moments that don't make the highlight reel — the hand offered after a hard tackle, the junior who plays on despite the scoreline, the coach who stays back after every training session.
Rather than talking about sportsmanship, we showed it. The film was built around authentic moments that every WA community sport participant would recognise as their own experience.
Authentic storytelling — real moments, real sport, real people from the WA community sport landscape.
Broadcast integration — designed to work seamlessly within Channel 7's The Game format alongside Ryan Daniels.
Values made visible — fair play and sportsmanship shown through action, not narration.
Broadcast segment
Aired on Channel 7 PerthFrom the field
to The Game.
The True Sport segment was produced for broadcast on The Game — Channel 7's locally produced football programme. Working with sports presenter Ryan Daniels, the piece extended the brand film's reach into Channel 7's established audience, giving the True Sport program a prominent platform during WA's peak football season.
Producing content for live broadcast with a network presenter requires a different discipline to brand film work. Every second is earned. The segment had to deliver the True Sport message with the authority and pace that Channel 7's audience expects.
Broadcast Segment
True Sport — The Game, Channel 7
Featuring Ryan Daniels · Channel 7 Perth
"The True Sport film captured exactly what the program stands for. Sixteen By Nine understood the brief immediately — and delivered content that genuinely reflected the spirit of community sport in Western Australia."
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