Black Friday’s a mess of noise everyone shouting louder than everyone else.

I wanted Sky to sound different. Real. Human. So we stripped it back to one thought…people just want a proper deal.

That single word gave the campaign its direction, voice and energy. Once we said 'proper' Danny Dyer was the obvious choice.

I led the team through development, wrote the scripts, worked directly with Danny on delivery, and even shot the social films myself, keeping everything true to that straight-talking, no-faff attitude.