Joining the AFL in 2012, the Giants' search for the club's first flag will go into a 15th season after the Hawks prevailed by 19 points in a nailbiting finish at Engie Stadium on Saturday.
The Giants came agonisingly close to booking a semi-final clash against minor premiers Adelaide after sensationally clawing back a 42-point deficit to level the score at 13.7 (85) early in the fourth quarter.
Proven match-winners Jake Stringer and Toby Greene each had looks at goal in the final quarter, with the Giants taking a 72-56 advantage in forward entries, but could not make their opportunities count.
Sam Butler steadied the Hawks with a goal to set up a seven-point lead 17 minutes into the last term, before Mabior Chol slotted two straight goals for the final say.
"Everyone's pretty stunned. You never think a season's just going to wrap up like this," Kelly said.
"To just be done against a really impressive Hawthorn team is incredibly disappointing. It's hard to believe.
"We were probably a bit safe with the footy."
Kelly earned a recall and was named substitute after proving fit from a calf injury.
The 30-year-old entered the fray after halftime when young small forward Darcy Jones suffered an ACL tear in his right knee.
Jones landed awkwardly after trying to lay a tackle on Hawthorn's Massimo D'Ambrosio in the second quarter.
Darcy Jones via Instagram 🧡 pic.twitter.com/NEwZsuj0gD— GWS GIANTS (@GWSGIANTS) September 7, 2025
Coach Adam Kingsley made his expectations clear for Kelly before the game: play one good half of footy.
The veteran midfielder did just that, sparking the third-quarter fightback with 14 disposals and two goals in one term alone.
GWS had fired off six straight majors in 15 minutes to reduce the deficit to six points, before Jesse Hogan squared the ledger with his third goal.
Kelly could only gather four more touches in the final quarter as the Hawks began to run rampant.
"It was a bit uncertain during the week what we were going to do, and ultimately I put my hand up to play," Kelly said.
KELLY KICKS ANOTHER.#AFLGiantsHawks pic.twitter.com/QWqMO3gKwG— 7AFL (@7AFL) September 6, 2025
"We got there, and my body was feeling good to hopefully have a crack at September."
The loss to Hawthorn means the Giants haven't won a finals match since a semi-final victory over Port Adelaide in 2023, crashing out of finals last year in straight sets.
It's another bout of September heartache for Kelly, who played in the club's first grand final - the 89-point thrashing by Richmond in 2019.
The knee injury to Jones is also set to cast a large shadow over the Giants' pre-season preparations for another crack at AFL glory.
Kelly would rather "skip" the tough learnings necessary for a GWS side boasting younger talent, but is refusing to sulk.
"It doesn't feel unfair because it's AFL football. It's never going to be easy," Kelly said.
"At the end of the day we haven't won what we're after.
"We've got to use these moments to come back more motivated ... and see where that takes us to do it all again, because they're not just handed to you."
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