Integrated Campaign
Positioning Sky Business as a serious SMB broadband contender through a creative platform rooted in optimism. This UK-wide, multi-channel campaign spoke directly to the core pain points of business owners across TV, radio, OOH, digital, social and print. We collaborated with renowned London photographer Marco Mori and inclusive talent agency Zebedee to ensure the campaign truly resonated with a diverse small-business audience.
I directed the shoot across three East London locations, ensuring the Sky brand spectrum colours shone through to reinforce the campaign’s optimistic tone.
This is the 30-second radio spot I wrote and recorded to drive home a simple truth: bad broadband is bad for business.
The nationwide campaign leveraged advanced AI optimisation, using eye tracking and heat mapping to rigorously test and refine the OOH for peak performance.
