Sky Creative Agency, Sky’s in-house advertising agency and the UK’s largest in-house creative shop, has created a campaign designed to shine a light on Sky’s commitment to Ultra HD content across its Sky Q platform. With a core focus on the immersive experience that Ultra HD viewing provides, the TV ad features a series of scenarios where the viewer, and his dog, are transported to the heart of the action, be that a Formula 1 starting grid or wild elephants in the Savannah. Each of the pixel transitions between environments has been developed from scratch by Sky Creative Agency and The Mill to highlight the depth of quality that ultra HD provides.

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As viewing technology continues to advance at a rapid, Sky’s commitment to ultra-premium viewing experiences on Sky Q has never been greater. Utilising social video content and TV advertising, the Sky Ultra HD campaign inserts the viewer into three unique viewing environments. Environment one sees the viewer sitting on top of the starting grid lights at the Barcelona Grand Prix before being catapulted into space to observer first-hand the excitement of the moon landings, a reference to the First Man movie available in Ultra HD on Sky Cinema, before dropping him into and nature documentary and the wilds of the savannah, in the midst of a herd of elephants. It’s an experience that is as awe inspiring as it is exhilarating and captured beautifully in the ad spots.

Sky Creative Agency’s managing director, Simon Buglione, commented; “Our job is to capture the awesome nature of Sky’s content output and this was the perfect brief to work on. Ultra HD is the next step in immersive viewing, and I think the team have expertly captured that emotion and experience”.

Dave Johnson, Sky Creative Agency’s creative director for the Ultra HD ad added; “To truly capture the immersive quality of Ultra HD, we re-created the entire Barcelona F1 grid and African savannah in CGI, complete with all the meticulous attention to detail that Ultra HD affords its viewer. Finally, what’s makes the commercial truly ownable for Sky are the infinitesimal pixels that make up each scene before dramatically breaking up and transitioning to create an entirely new setting, thus presenting a snapshot of Sky’s unparalleled range of Ultra HD experiences.“