Introducing playful disruption to reposition Sky Store for a younger audience.
ROLE: Creative Director
Concept development, scriptwriting, creative direction, post production and delivery.
Concept development, scriptwriting, creative direction, post production and delivery.
With Netflix, Prime and a growing number of streaming platforms dominating Gen Z viewing habits, Sky wanted to reposition Sky Store as a destination for original box sets among a younger audience. The challenge was to bring the brand into cultural conversation and make it feel relevant within social feeds, rather than competing head-on with subscription platforms.
A key insight was that when audiences stream a Sky Store box set, they also receive a digital and physical copy to keep. This idea of ownership, rather than access, became the foundation of the campaign.
We created #OwnIt, a series of short social-first films designed to blend seamlessly into feeds rather than feel like traditional ads. Using hidden-camera setups, the films featured seemingly innocent members of the public caught in awkward situations, before flipping the moment into one of confidence and ownership.
The campaign leaned into humour and discomfort in a way that felt natively playful, helping Sky Store show a lighter, more self-aware side. On launch day, #OwnIt and #SkyStore became the number one trending topics on Twitter, with audiences organically sharing GIFs of iconic awkward moments from TV and film, further amplifying Sky Store’s original box sets within popular culture.
