SECTOR:
PRODUCT
YEAR:
2020
ROLE:
CREATIVE LEAD
The Collector
about.
challenge.
The big challenge was showing the value of Sky Q in a world where entertainment has become more fragmented than ever. Everyone was jumping between apps, channels, devices and Sky needed a story that made their platform feel genuinely helpful and genuinely personal.
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 challenge 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.
What made me proudest is that the campaign genuinely resonated with people. We saw strong lifts across the key Sky Q brand metrics, and the blue portal quickly became a recognisable asset, a kind of visual shorthand for 'this is where everything you love comes together'
But 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.
It was a campaign that let us lean into craft, emotion, world-building, and character in equal measure… and I’m still incredibly proud of how it all came together.
testimonial.
At its heart this campaign is all about connection, and how even when people are apart entertainment can strengthen bonds and bring them together
Jordan Peters
Marketing Partnerships Director, Netflix
