The Cronulla Sharks has launched an in-house campaign for the 2026 NRLW season that reimagines every player in the squad as a custom superhero action figure.
The campaign,This Is How We Play, was developed over eight weeks by the club's marketing, brand and digital team using AI-assisted production.
At the centre of the campaign is SharksNRLW.com.au, an interactive microsite featuring 32 bespoke action figure artworks and illustrated player stories covering on-field achievements alongside careers, study, family and community commitments.
New player profiles are released weekly to drive engagement. A physical 3D-printed action figure of captain Tiana Penitani Gray was also produced.
Dino Mezzatesta, Cronulla Sharks group CEO, said the campaign reflected the club's commitment to championing women's rugby league through innovative storytelling.
"Our NRLW players are exceptional athletes, but they're also role models whose stories deserve to be told in a way that inspires the next generation," he said.
Melinda Madigan, group general manager marketing, brand and digital, said women's sport deserved the same creative ambition as any premium sporting product.
"The insight was simple: our players are extraordinary not just because of what they do on the field, but because of everything they balance beyond it,” she said.
“That became the creative platform for a deeper, more human connection between our athletes and our fans.”
Mark Abdel-Sayed, head of creative and brand, said AI was the tool rather than the idea.
"It allowed us to rapidly prototype concepts, develop every player's unique superhero identity and combine digital innovation with hands-on craftsmanship," he said.
Credits
Brand: Cronulla Sharks
Campaign: This Is How We Play
Marketing Strategy: Melinda Madigan, Group General Manager Marketing, Brand & Digital
Creative Concept & Creative Direction: Mark Abdel-Sayed, Head of Creative & Brand
Creative Design & Production: Mark Abdel-Sayed, Head of Creative & Brand / Jaydon Hill, Senior Creative Designer
Digital Experience & 3D Production: Jaydon Hill, Senior Creative Designer
AI Creative Production: Mark Abdel-Sayed, Head of Creative & Brand
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