For Sky Bet’s In Play social campaign, I art directed a series of dynamic vignettes designed to bring the product to life through a highly crafted visual world. Talent included Sky Sports Pundits Jeff Stelling, Jamie Carragher and Laura Woods. The films were shot using a Bolt robotic camera, allowing us to create precise, repeatable camera movements and choreography that would have been difficult to achieve through conventional shooting. Each sequence was meticulously planned, with camera paths, timing, talent movement and the digital environment all designed to work together.

We created a fully realised 3D world for the talent to exist within, using the environment as an extension of the brand rather than simply a backdrop. Multiple camera moves were developed across the series, giving each vignette its own visual rhythm while maintaining a consistent overall language. The result was a set of technically ambitious social assets that combined robotic camera choreography, 3D environments and performance to create a distinctive visual expression. The social vignettes were also backed up with a series of stills, extending the campaign across static social formats.

Production: The Banquet
Photographer: Nick Eagle
Re-Toucher: Gary Roylance