SECTOR:
PRODUCT
YEAR:
2019
ROLE:
CREATIVE DIRECTION
The Collector
challenge.
For years, Sky's biggest brand campaigns came from external agencies.
The Collector was an opportunity to prove they didn't have to.
The challenge wasn’t simply making a campaign. It was proving we could deliver work of the same scale, ambition and effectiveness from within the business.
Launch AV:
the idea.
Launch a major co-branded push that felt premium, cinematic and worthy of multiple global brands.
We wanted to shift the conversation from features and tech to something more emotional: the idea that what you watch says something about who you are. TV = You. That thought became the backbone of everything.
Creatively, the ambition was huge. We had to integrate multiple studios’ worlds into a single coherent story, design a signature visual device that could evolve across several films, and balance spectacle with intimacy. Add in the fact that the project took place during Covid, including remote and virtual elements and every part of the process needed flexibility, problem-solving, and a lot of trust between teams.
Campaign Overview:
We built a distinctive brand world around 'The Collector' a narrative device that personified obsessive fandom and unified multiple titles under one cinematic thread. Below is a summary of the campaign
The Impact:
11x benchmark engagement
1.13M+ views
Strengthened Sky’s positioning as a premium content curator
Beyond the numbers, the work helped Sky shift their storytelling into a more human space. Instead of focusing on buttons and features, we were celebrating people’s passions - the big ones, the quirky ones, the surprisingly specific ones and showing that Sky Q could hold all of it.
The Collector helped establish a new chapter for Sky Creative, demonstrating that masterbrand work could be successfully developed and delivered from within the business.
For me, it represented something bigger than a campaign. It was proof of how far the agency had come.
testimonial.
At its heart this campaign is all about connection
Jordan Peters
Marketing Partnerships Director, Netflix
