The Australian Football League (AFL) has launched a new brand platform, Don’t Believe in Never, to tell stories from different tiers of the game, from grassroots levels through to the professional leagues.The platform launches with a series of short films to celebrate the stories of the game. The films feature Sydney Swans player and former Sudanese refugee Aliir Aliir, a muslim teenage girl, Dema, who plays for a local Western Sydney team, and Richmond Tigers coach Damien Hardwick.The films share the stories of the obstacles and adversity the subjects have overcome to achieve their dreams on the football field.CreditsAFL:Head of Marketing and Insights – Julian DunneMarketing Manager – Tim HirstClemenger BBDO Melbourne:Creative Chairman – James McGrathCreative Director – Anthony Phillips Creative Director – Richard WilliamsManaging Director – Simon LamploughExecutive Planning Director – Paul Rees-JonesExecutive Producer – Sonia von BibraSenior Producer (TV) – Jacqui WalkerProject Director – Theresa WhiteGroup Business Director – Nick CampionBusiness Manager – Sarah GatesSenior Producer (Print) – Michael TraversCG Artist – Steve PrattRetoucher – Mike McCallStudio Artist – Sarah WilsonStudio Artist – Patrick RiveraHead of Craft Steve LeadbeaterDesigner (Craft) – Juan RodriguezDesigner (Craft) – Matt EblingPhotography:Photographer – Chris TovoProducer – Andrew Zappia, Agent99 ProductionsFilm Production:Director – Christopher Nelius, Finch DOP/Cinematographer – Matt Toll, FinchEditors – Rodrigo Balart (Bull Sharks / Richmond) & Julie-Anne De Ruvo (Aliir Aliir) Colourist – Martin Greer Post Production / VFX – Jamie Scott, Generator PostMusic Composer/Arranger Richmond / Aliir Aliir – Jackson Milas, Sonar MusicMusic Producer Richmond / Aliir Aliir: Sophie Haydon, Sonar MusicMusic Bull Sharks: "Silly Move", King, Level Two MusicProduction Company Managing Director/Executive Producer – Corey Esse, FinchProduction Company Producer – Jackie Adler, FinchSound Designer/Engineer - Paul Le Couteur & James Martell, Nylon StudiosSound House – Nylon Studios