CASE STUDY • SPORT
HookIn2Hockey's Funlab Partnership
Launches With Fun Video
Hockey Australia’s HookIn2Hockey program is designed to get more young Australians into the sport. In 2025, they partnered with Funlab, the entertainment company behind Holey Moley Golf Club, Strike Bowling, and Hijinx Hotel, to give the program a new home and a fresh energy.
To launch the partnership, they needed a video. Not a standard sports promo. Something that would stop people in their tracks, make them laugh, and make the program feel like the most fun thing a kid could sign up for.
They came to Fixon Media Group with a blank creative brief. We came back with an idea.
CLIENT
Hockey Australia
YEAR
2025
LOCATION
Melbourne, Victoria
SECTOR
Sport
SERVICES
Brand Films, Social Media Video
THE CHALLENGE
Launch a junior program partnership in a way nobody would forget.
The brief was clear in what it needed to achieve and open about how to get there. The HookIn2Hockey program and the Funlab partnership both needed to be introduced to a new audience in a single 30-second launch film. It had to land with kids and parents. It had to feel different from every other sports launch video. And it had to be shareable.
The temptation with a brief like this is to play it safe. We did not.
THE sOLUTION
Hockey sticks to play Mini Golf.
We pitched a concept built around one simple, silly, brilliant image. A group of HookIn2Hockey kids playing mini golf at Holey Moley Golf Club, but using hockey sticks instead of putters.
Four Australian international players joined the shoot, two Kookaburras and two Hockeyroos. They arrive at Holey Moley, spot the kids on the course, and one player turns to the others and asks: “Are they playing mini golf with hockey sticks?” A junior looks up, hockey stick in hand, and invites them to play. The rest of the film is exactly what you would expect and more.
The shoot also moved to Strike Bowling, where players and juniors competed side by side, with strike celebrations that got progressively more ridiculous as the day went on.
Everything was filmed at Funlab’s Chadstone precinct before opening hours. That gave us exclusive access to both Holey Moley Golf Club and Strike Bowling with no public in the venue, but it also meant a hard four-hour window to capture everything we needed. The launch film, the press conference, the try not to laugh challenge, the celebration montage. All of it, in one session, before the doors opened.
Alongside the 30-second launch film, the shoot day produced a handful of additional social reels that gave the campaign real legs. A fake press conference where the kids asked the pro players absurd questions. A try not to laugh challenge where the players held water in their mouths while the kids told jokes to crack them. And a strike celebration montage that captured the energy of the day in a way no scripted piece of content could.
The whole thing worked because it was actually fun. Not performed fun. Real fun.
BRAND FILM PRODUCED
THE RESULT
A launch video people actually wanted to watch again.
The 30-second launch film and the supporting social reels landed exactly as intended. Strong engagement from Hockey Australia’s audience and a response from the community that reflected what the content was designed to do. Kids wanted to sign up. Parents wanted to share it. Followers wanted to see more.
A single four-hour shoot day produced a launch film and a suite of social content that gave the HookIn2Hockey and Funlab partnership a memorable, distinctive introduction to the Australian hockey community.
MOVING FORWARD
Why this work matters.
Not every project involves hockey sticks at a mini golf course. But every project should feel this considered, this intentional, and this much fun to make. Hockey Australia gave us the space to bring a real idea to life, and the result was content that stood out in a crowded social landscape because it was built to.
WORK WITH US
Ready to build something like this?
Whether you need a single film or a long-term content partnership, start with a conversation.