Sandbox’s Jack Connell directs Penrith Panthers for My Place sponsorship announcement

In the wake of last month’s official announcement naming My Place as principal partner for the Penrith Panthers’ ’24 season, a brand new creative campaign symbolising the new alliance was co-created by Sandbox and Braincells and has since clocked over 1.75 million views across Instagram and TikTok.

Playfully capturing the unsuspecting Coach Ivan Cleary and his son, Nathan Cleary, falling victim to a humourous prank orchestrated by teammates Brian To’o and Dyland Edwards, the campaign was directed by Sandbox’s Jack Connell to highlight the convenience and control offered by My Place’s smart home system.

Leading the charge in this endeavour were Jeff Champtaloup, Creative Director at Braincells, and Sandbox’s Clint Logan who served as Executive Producer.

Connell said: “Collaborating with My Place, Braincells, and the Penrith Panthers posed a unique directorial challenge. Witnessing Ivan and the team full embrace the comedic concept and immerse themselves in performative roles was truly rewarding.”

“Directing non-actors demands a special approach, but Ivan and the players fully embraced the comedic element and delivered a performance that we’re all extremely proud of.”

This commercial launch coincides with the Panthers’ remarkable third consecutive NRL premiership win in 2023, highlighting the successful integration of a corporate partnership within the team’s victorious narrative.