Phoenix Embrace Heartland Spirit in New Membership Ad

Shooting at the iconic Clayton basketball courts in Melbourne’s south-east, as well as Kid Gamble barbershop in Bayside, the ad brings to life the connection to the club of three passionate Phoenix fans.

The focus of the streetball scene – where a young girl outclasses six grown men with ball in hand – is Nicola Reichstein, a 14-year-old who plays for Eltham and is a mad Phoenix fan.

“I haven’t acted before, it’s been really fun and it’s been awesome to see how it came together,” Nicola told Phoenix Media.

Nicola’s scene is one of three that features Phoenix fans floating towards the sky as the South East Melbourne tagline ‘We Will Rise’ is projected across the screen.

The ad was produced in conjunction with Passel Media, directed by Stephen Packer, with Josh Mann acting as Creative Director and Matthew Jenkins as the Director of Photography.

Packer praised the whole production crew, with some bold drawing board ideas coming to life thanks to some strong collaboration.

“We are doing supernatural, Stranger Things-type things where people are floating, we’ve got a Bulldog in Phoenix gear, what else could this ad have,” Packer said to Phoenix Media.

“The Phoenix’s tagline of ‘We Will Rise’ is incorporated into this video with everybody floating, it’s literally people rising and finding success.”

“It’s been such a blast, so many amazing people volunteering their amazing time and talent is something special.”

This is the second season Phoenix have used ‘We Will Rise’, with the ad doubling-down on the declaration ahead of NBL25.

Phoenix Memberships are now on sale, check out all of the available packages here.

To learn more on Passel Media, visit their website here.

See our membership video featured on Campaign Brief here.