For the Melbourne Stars, Dodo wanted a fan activation that would turn young cricket fans into their own cricket trading cards. The brief required a fully turnkey solution. Our team was responsible for every aspect of the activation - from concept development and software creation to physical infrastructure, signage, queue management and live event operations. The experience needed to feel authentic to cricket while producing both a collectible physical card and a digital shareable moment during match days.
[ CaSE StuDy ]
Big Bash League
Dodo x Melbourne Stars
//
2025
[
Project planning
]
Project considerations
The concept was to create a custom cricket trading card experience where fans chose the type of player they wanted to be - batter, bowler or all-rounder. Our software then generated realistic cricket statistics based on that selection, along with the guest's name, the match date and a "Real Deal Rating" scored out of 100.
Guests had their photo taken under a "Star Making Zone", a photo-taking area where our commercial Photo-Booth transformed them into their own professional-style cricket player card, which was then printed on site. To add excitement, every 10th card printed was holographic, creating a lucky-dip moment for fans. Guests also received a digital version of their card via SMS, generated through our custom software.
Delivering a fully turnkey activation
Designing and constructing the entire physical activation environment
Generating realistic cricket statistics for different player types
Managing co-branding approval across both Dodo and the Melbourne Stars
Building a custom SMS delivery system for digital cards
Managing match-day crowd throughput
Coordinating multiple event-day bump-ins and bump-outs
[
Product scope
]
Solutions used
PicAIsso
A robotic artist transforms guest portraits into live-drawn artwork. After a quick photo, an AI-powered system analyses the image and begins sketching it line-by-line in real time. Turning the drawing process into the show, PicAIsso creates a moment that draws a crowd and delivers a personalised keepsake.
Development
Phase 1:
Activation Environment Design
The first step was designing the physical experience. We created the concept for the "Star Making Zone", including the layout of the activation space, the 2 marquee structures and the flashing neon signage that would attract fans.
A full 3D mock-up of the activation environment was produced and shared with the client for approval, allowing both Dodo and the Melbourne Stars to visualise how the installation would look within the stadium precinct before production began.
Phase 2:
Software & Card Production System
Once the activation environment was approved, we developed the software and card production workflow. This included the system that captured guest photos, dynamically populated the trading card design and controlled the print output.
At the same time, the system generated a digital version of the card and delivered it via SMS using our AWS-hosted database and custom API.
Phase 3:
Cricket Stat Engine Development
With the production system in place, we focused on building the logic behind the cricket statistics displayed on the cards. We worked closely with the Melbourne Stars to understand how batting and bowling statistics relate to one another, ensuring the generated values felt authentic.
Separate statistical models were created for batters, bowlers and all-rounders, with maximum performance benchmarks inspired by Glenn Maxwell's all-rounder records.
Phase 4:
Live Event Execution & Optimisation
Across the event series, we handled all operational responsibilities, including building the activation environment, installing signage and barriers and managing 4 separate bump-ins and bump-outs for each match day.
After each activation, the team reviewed performance and implemented improvements to increase speed and guest flow, continuously optimising the experience across the event run.
Phase 1:
Activation Environment Design
[ Phase 1 ]
Activation Environment Design
The first step was designing the physical experience. We created the concept for the "Star Making Zone", including the layout of the activation space, the 2 marquee structures and the flashing neon signage that would attract fans.
A full 3D mock-up of the activation environment was produced and shared with the client for approval, allowing both Dodo and the Melbourne Stars to visualise how the installation would look within the stadium precinct before production began.
[ Phase 2 ]
Software & Card Production System
Phase 2:
Software & Card Production System
Once the activation environment was approved, we developed the software and card production workflow. This included the system that captured guest photos, dynamically populated the trading card design and controlled the print output.
At the same time, the system generated a digital version of the card and delivered it via SMS using our AWS-hosted database and custom API.
[ Phase 3 ]
Cricket Stat Engine Development
Phase 3:
Cricket Stat Engine Development
With the production system in place, we focused on building the logic behind the cricket statistics displayed on the cards. We worked closely with the Melbourne Stars to understand how batting and bowling statistics relate to one another, ensuring the generated values felt authentic.
Separate statistical models were created for batters, bowlers and all-rounders, with maximum performance benchmarks inspired by Glenn Maxwell's all-rounder records.
[ Phase 4 ]
Live Event Execution & Optimisation
Phase 4:
Live Event Execution & Optimisation
Across the event series, we handled all operational responsibilities, including building the activation environment, installing signage and barriers and managing 4 separate bump-ins and bump-outs for each match day.
After each activation, the team reviewed performance and implemented improvements to increase speed and guest flow, continuously optimising the experience across the event run.
Development
Phase 1:
Activation Environment Design
[ Phase 1 ]
Activation Environment Design
The first step was designing the physical experience. We created the concept for the "Star Making Zone", including the layout of the activation space, the 2 marquee structures and the flashing neon signage that would attract fans.
A full 3D mock-up of the activation environment was produced and shared with the client for approval, allowing both Dodo and the Melbourne Stars to visualise how the installation would look within the stadium precinct before production began.
Phase 1:
Activation Environment Design
[ Phase 2 ]
Software & Card Production System
Once the activation environment was approved, we developed the software and card production workflow. This included the system that captured guest photos, dynamically populated the trading card design and controlled the print output.
At the same time, the system generated a digital version of the card and delivered it via SMS using our AWS-hosted database and custom API.
Phase 1:
Activation Environment Design
[ Phase 3 ]
Cricket Stat Engine Development
With the production system in place, we focused on building the logic behind the cricket statistics displayed on the cards. We worked closely with the Melbourne Stars to understand how batting and bowling statistics relate to one another, ensuring the generated values felt authentic.
Separate statistical models were created for batters, bowlers and all-rounders, with maximum performance benchmarks inspired by Glenn Maxwell's all-rounder records.
Phase 1:
Activation Environment Design
[ Phase 4 ]
Live Event Execution & Optimisation
Across the event series, we handled all operational responsibilities, including building the activation environment, installing signage and barriers and managing 4 separate bump-ins and bump-outs for each match day.
After each activation, the team reviewed performance and implemented improvements to increase speed and guest flow, continuously optimising the experience across the event run.
Development
[
Phase 1
]
Activation Environment Design
The first step was designing the physical experience. We created the concept for the "Star Making Zone", including the layout of the activation space, the 2 marquee structures and the flashing neon signage that would attract fans.
A full 3D mock-up of the activation environment was produced and shared with the client for approval, allowing both Dodo and the Melbourne Stars to visualise how the installation would look within the stadium precinct before production began.
[
Phase 2
]
Software & Card Production System
Once the activation environment was approved, we developed the software and card production workflow. This included the system that captured guest photos, dynamically populated the trading card design and controlled the print output.
At the same time, the system generated a digital version of the card and delivered it via SMS using our AWS-hosted database and custom API.
[
Phase 3
]
Cricket Stat Engine Development
With the production system in place, we focused on building the logic behind the cricket statistics displayed on the cards. We worked closely with the Melbourne Stars to understand how batting and bowling statistics relate to one another, ensuring the generated values felt authentic.
Separate statistical models were created for batters, bowlers and all-rounders, with maximum performance benchmarks inspired by Glenn Maxwell's all-rounder records.
[
Phase 4
]
Live Event Execution & Optimisation
Across the event series, we handled all operational responsibilities, including building the activation environment, installing signage and barriers and managing 4 separate bump-ins and bump-outs for each match day.
After each activation, the team reviewed performance and implemented improvements to increase speed and guest flow, continuously optimising the experience across the event run.
Over 1,057 cards printed across 4 days.
Output that climbed every match day. Delivering personalised trading cards with live-generated stats for Dodo and the Melbourne Stars.
[
End result
]
Project outcome
The activation quickly became one of the standout fan experiences during Melbourne Stars match days. By continuously refining operations across the event series, the team significantly increased output each day:
Day 1 - 158 cards
Day 2 - 209 cards
Day 3 - 334 cards
Day 4 - 356 cards
By the final event day, the activation was operating at record throughput, delivering hundreds of personalised cricket trading cards to fans. The Star Making Zone became a major attraction for young supporters, successfully turning match-day visitors into their own Melbourne Stars cricket heroes.
[
Key outputs
]
The outputs
No items found.
[
Deployment
]
On-site
No items found.
