Two AFL legends. One kitchen. Zero cooking experience.
When sport culture meets social content.
Pepsi Max and Special Group came to us with a straightforward idea — put two AFL stars in a kitchen, give them a challenge, and film what happens. Stephen Coniglio and Brodie Grundy going head-to-head over a cook-off, hosted by Lavender Baj. Simple concept, great talent, lots of potential for things to go sideways in the best possible way.
The concept. The talent. The execution.
We handled everything on the production side — crewing the shoot at La Botanique in Sydney, running the day, and taking it all the way through post. The kitchen setting needed to feel energetic and a bit chaotic without actually being chaotic, which meant staying on top of coverage across two talent at once while keeping the whole thing moving. Two AFL players who aren't exactly known for their cooking skills, a host keeping it all together, and a brief that lived or died on whether the banter felt genuine rather than scripted. The content was built for social from the ground up — shot across multiple formats and delivered as a hero edit plus a suite of cutdowns, ready to go across Instagram and TikTok without any extra legwork on the client's end.
Social-first content that earns its place in the feed.
The piece did what good branded content should — it felt like something worth watching, not something you scroll past. Brodie Grundy commented within hours of it going live. The banter was real, the chemistry was there, and Pepsi Max sat naturally in the middle of all of it. That's the job. Make the brand feel like it belongs.
