The Carlton Job

It's Friday the 15th of September. The first real hot day of spring. I was driving to one of my local fabric suppliers, window down, Dean Martin playing, shirt unbuttoned and beata tucked. My Dees were playin the Blues that night in a semi final. While at the lights I saw the group chat start to blow up.

Dyl had sent through a video from Carlton F.C. A homage to the style of Garden State Journal. We had mixed feelings about it. Recently Dyl and I have spoken about the fear we have of bigger companies with more budget taking ideas/styles from us. As a small creative you're often defenceless. Unfortunately I've noticed over history the originators of culture are rarely the beneficiaries or the people profiting off it. I feel this pressure as well at times, seeing bigger companies design footy streetwear when 2 years ago they weren't interested. It's fair to worry that your original ideas can get lost in a bigger trend utilised by corporate marketing teams.

Often amongst ourselves we reiterate that we don't want to be the miserable artists that get fucked over or make excuses about being broke because of creative integrity. 

Dylan decided he would pose to the audience if they wanted to see a real collaboration between Garden State Journal and Carlton. After the comments got raided Carlton responded. To their credit they took the feedback well and pitched to work together.

That night we watched the semi final at the Clyde Hotel just off Lygon. Wanting the Dees to win but in the back of my mind knowing if Carlton get's through I'll have the opportunity to be apart of a dream project.

We met with the director of social media the next Tuesday. It was clear that they admired our work and just didn't have the time to act on a collab with such quick turnarounds the week earlier. Members of the team are Milkbar customers and appreciate the work of GSJ. We'd have to have a video briefed and filmed before Thursday. This included briefing, acquiring talent, shooting and editing. 

With one of the tightest turnarounds we were able to pull something off, showing football culture in a different light which has always been the point of difference to me. Appreciating the history while also being able to add to how we perceive the sport.

Cheers Dyl for bringing me on for the project and thanks to Carlton for taking the feedback well and choosing to work with local creatives.

Only the beginning, keen to continue working with the culture of Melbourne's Game.

- Simo 

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