St Kilda Football Club honours Danny Frawley’s legacy in quietly powerful new Spud’s Game film ‘The Message’ via Shotpro Group

St Kilda Football Club has launched ‘The Message’, a new film created with Shotpro Group for the club’s sixth annual Spud’s Game, telling the story of a life through the objects left behind in an empty home, and the voicemail still waiting to be heard.

Honouring the legacy of the late Danny ‘Spud’ Frawley, the film has no dialogue to camera and no montage. The camera moves through a single suburban home while a voice message is left, holding on the details of a life: a scarf, a bobblehead, a signed Sherrin. It arrives at an answering machine with one message waiting. The film builds to a single, simple act, picking up the phone.

Shot on vintage glass, the film follows a strict visual rule: locked frames for anything with life in it, a moving camera for anything still, broken only once, on the moment that matters most. Television and radio play on in the background as the camera moves between rooms, with cameos from Jason Dunstall, Andy Maher, Andrew Gaze and a host of St Kilda AFL and AFLW players, all recorded separately for the film, and Chelsea Frawley on the TV at the end.

Shotpro shot ‘The Message’ in a real St Kilda supporter’s home, already filled floor to ceiling with decades of memorabilia. Nothing was built for the shoot.

Spud’s Game is Australian sport’s largest mental health fundraising event, with all funds donated to the Danny Frawley Community, part of Black Dog Institute. This year is the first AFL/AFLW double-header: St Kilda and Carlton’s men’s and women’s teams play back-to-back at Marvel Stadium on Sunday 9 August, opening the 2026 NAB AFLW season.

Says St Kilda Football Club Executive General Manager – Brand, Marketing & Communications Ana Raica: “Spud’s Game is about showcasing the power of connection and community when it comes to tackling mental health, and this film captures that message in a simple, powerful and deeply human way.

“We’re incredibly proud to have partnered with the Danny Frawley Community, part of Black Dog Institute, and the talented team at Shotpro to bring this story to life. It highlights a simple but important message. Whether it’s making a phone call, checking in on a mate or connecting through a shared passion like football, small moments can have a profound impact. We hope this film encourages more people to reach out and reminds everyone that no one should face life’s challenges alone.”

Says Joel Fenton, Shotpro Group: “Some films you make for the reel. This one we made for whoever needs to hear it. Grateful to St Kilda for not only having the courage to push this message in such a unique and creative way, but also trusting us with Spud’s story.”

‘The Message’ follows Shotpro Group’s membership film ‘Awaken the Demon’ for Melbourne Football Club earlier this year.

If you or anyone you know needs support, contact Lifeline on 13 11 14 or lifeline.org.au.

Production Company: Shotpro Group
Written by: Joel Fenton & John Stokes
Director: John Stokes
Producer: Joel Fenton
Producer: David Truasheim
Director of Photography: Jesse Lane
1st Assistant Camera: Lisa Cushing
Gaffer: Francis Wood
Set Design: Amy Hart
Production Assistant: Dee Caputo
Production Assistant: Asha Tarrant
Edit: John Stokes
Colourist: Jesse Hales
Sound Design: Jordan Panasewych

Cast:
Male Talent: Louis Dickins
Voicemail V.O.: Ruby Stevens
Casting: Nice People

St Kilda FC
Ana Raica – Executive General Manager, Brand, Marketing & Communications
Emma Aynsley – Head Of Brand & Marketing
Julian Trantino – Senior Manager, Content & Creative

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