SECTOR:
PRODUCT
YEAR:
2019
ROLE:
CREATIVE DIRECTOR
THE BRIEF
the brief.
Sky’s biggest brand campaigns had always come from external agencies. The Collector was the moment that changed. I sold in the brand world, scripted the hero films and set the creative system. The brief wasn’t just to make a campaign. It was to prove the agency could compete at the highest level from the inside.
LAUNCH AV
THE IDEA
the idea.
People see what they watch as a reflection of who they are. That insight became the platform. The Collector goes out into the world and gathers the entertainment that makes them who they are. Cinematic, emotionally grounded, built to hold some of the world’s biggest IP partners in a single coherent story. What started as one launch film became a multi-year campaign system: six instalments, each with a different protagonist, a different emotional story and a different content partnership. It had to stay fresh while remaining instantly recognisable, and scale across Sky’s full international footprint.
HARRIS AND THE ROBOTS
The launch film started with a 12-year-old boy from Govan and a secret that reframed the whole film. Harris Tinney, who had his right foot amputated at five days old, collects robot characters because he sees himself in them. The film builds as a pure celebration of fandom, then earns its emotional reveal. Developed in partnership with disability charity Scope. Shot in Barcelona during Covid lockdown, directed remotely from London.
THE IMPACT
For Sky Creative, it was a proof of concept. Not just a strong campaign. Evidence that the agency could originate, script and deliver work that competed with anything coming from outside.
