Sky has launched 'Together Like Never Before', a major new brand campaign positioning Sky TV as the home of the world’s most iconic entertainment brands. At the centre of Sky TV’s launch is a world first proposition: Disney+, HBO Max, Netflix, Hayu and Sky now together in one subscription, for just £24 a month.

Developed by Sky Creative, the campaign celebrates a new era of TV - one where audiences can enjoy all the movies and shows they love side-by-side, all in one place. So, in service of a simple proposition came a simple idea: bring the world’s best entertainment together… and let them loose!

A Hero Film Built on Craft, Choreography and VFX Innovation  

The campaign launches with a 60 second hero film, set inside a richly imagined backstage studio world filled with a treasure trove of iconic costumes drawn from some of the world’s most loved shows.   

The scene ignites as Michelle Keegan hangs up her Brassic costume and leaves the studio. Suddenly, costumes from shows such as Game of Thrones for HBO Max, FX’s The Bear for Disney+, Squid Game for Netflix and The Real Housewives franchise for Hayu, along with many other characters, spring to life and come together to perform a joyful, high energy dance routine to Kylie Minogue’s Love at First Sight.

Directed by Tajana Tokyo, the film produced over 15 weeks is a technical and creative feat, blending choreography, cinematography and visual effects to create the magical illusion of movement without visible performers. Working with choreographer Kebahb Glanville, the team assembled a cast of 40 dancers to build a tightly synchronised ensemble performance. The choreography was designed to work with the physicality of each costume, playing with levels, spacing, fabrics, silhouette and timing to create a sequence that feels fluid, alive and full of energy.

In post, Framestore removed each dancer through intensive roto, rigorous cleanup, followed by complex compositing to reconstruct the costume interiors, recreating fabrics, textures and shadows, each one bespoke and perfectly tailored to the shot.  “It was an enormous challenge,” said Framestore’s VFX Creative Director Kamen Markov. “We approached it step by step, solving each problem granularly until the pieces locked together into a beautifully crafted film.”

The result is a film that brings iconic costumes together in a way that’s never been seen before, feeling both magical and tactile. It’s a celebration of craft, performance and the coming together of the world’s best entertainment.

A TTL World Built for Every Channel

The wider through the line campaign extends the visual language of the backstage world across every touchpoint. High impact OOH, radio, print, digital and social executions immerse audiences in the idea of entertainment coming together in unexpected ways.

Running for three months from today, with significant media investment, the campaign reinforces Sky’s position as the home of premium entertainment and showcases the creative ambition of its inhouse team and production partners.

Director Tajana Tokyo reflects, “I was instantly drawn to this project as it offered the opportunity to build a world with bodies, which is one of my favourite ways to create. From the beginning, I asked myself, what would these costumes get up to when everyone is gone? What would they dance on?

“Getting the set together was the first stepping stone to understanding how the choreography would move and inhabit the space. It was a collaborative process. Right up until our final rehearsals we were still discovering and learning from the dancers' individual skills to work with everyone's strengths.

“When it comes to movement the world is endless and this one was a lot of fun to create.”

Group Creative Director at Sky Creative, Aaron Willmer has said: "We needed to bring these massive brands together in a way that’s never been done before to reflect a TV offer that’s a world first proposition - that’s something to dance about.”

Executive Creative Director at Sky Creative, Robin Garton has said: “At the heart of this campaign is a quality of craft that people can be proud of.“

Marketing Director, Rose Holden said: “Partnerships have always been central to Sky’s ability to deliver exceptional entertainment to our customers. Bringing Disney+, HBO Max, Netflix, Hayu and Sky together in one place represents a significant step forward, and this campaign matches that ambition.

“From Michelle Keegan opening the film, to Kylie Minogue’s Love at First Sight setting the tone, to a range of original costumes from our partners featured on screen, the result is a vibrant, joyful celebration of what happens when the world’s leading entertainment brands unite on Sky — an idea that runs throughout the entire campaign.”