NFL TAKES OVER MELBOURNE
Campaign: NFL Melbourne Game 2026
Location: Caledonian Lane, Melbourne CBD
Creative: Art by Row
Production: Made You Look x Apparition Media
A BIG GAME DESERVES A BIG CANVAS.
For the first time in history, the NFL brought a regular season game to Australian soil, with the Los Angeles Rams taking on the San Francisco 49ers at the Melbourne Cricket Ground in September 2026.
To celebrate the occasion, Made You Look Media partnered with the NFL to bring the excitement of American football into the streets of Melbourne through a striking, hand painted mural in the heart of the CBD.
Situated in the iconic Caledonian Lane, the artwork captured the energy and intensity of the two NFL heavyweights, transforming an ordinary city wall into a larger than life celebration of one of the biggest sporting events to hit Australia.
PROJECT CREDITS
Client: National Football League (NFL)
Creative and Campaign Delivery: Made You Look Media
Original Artwork: Art by Row
Mural Production: Apparition Media
Location: Caledonian Lane, Melbourne, Victoria
Completed: August 2026
FROM CONCEPT TO CONCRETE
Working closely with the NFL, we commissioned Australian mural artist Art by Row to develop an original composition featuring players from both teams, combining realistic portraiture, bold typography and dynamic details inspired by the sport.
Made You Look led the creative development and campaign delivery, collaborating with our east coast partners Apparition Media, whose specialist painting crew brought the artwork to life.
The result was a meticulously executed mural that captured the scale, energy and anticipation surrounding the historic Melbourne Game.
MORE THAN JUST AN AD
One of the things we love most about hand painted advertising is that the creative process becomes part of the campaign itself. Over the course of the installation, the wall gradually transformed into a vibrant piece of street art, giving pedestrians a chance to experience the work taking shape right in front of them. The entire process was documented through photography and video, creating additional content that extended the campaign beyond the streets of Melbourne.
For Made You Look, this project represents exactly where we want to take outdoor advertising. Bringing together global brands, exceptional creative talent and premium street level locations to deliver campaigns that people genuinely want to look at.
We don't just put brands on walls. We make them part of the street.
