The concept places the joy of winning within the frame of the audience, as opposed to the sporting team. We produced imagery from a series of photoshoots. This is shot in the Kick bar, just around the corner from the Firedog studios. The image styling is geared to showing real people in natural environments engaging in the Sportingbet product. The content produced in the physical report is gracefully transferred to the online environment. We used the combination of key statements along powerful sporting imagery. The creative team look to convey the spirit of the year in a succinct visual thread. The conceptual avenue for the report is gleaned from focussed strategic planning. The subsequent years report contained annual key statistics formed around sporting objects, in chart like styles. By liaising with the client team, we were able to unearth interesting and informative facts and figures. Once online, the charts, graphs and graphic illustrations could be animated and exploited.