Sky Tv: Fluid viewing

Credits & Description:

Agency: Brothers and Sisters
Name of brand being promoted: Sky
Alternative Title: "Q"
Title of entry: Sky Q Launch
Name of company entering the work: Brothers and Sisters
Name of product being promoted: Sky Q
Country of entrant company: United Kingdom of Great Britain and Northern Ireland
Agency Network: Independent
Clients name: Stephen van Rooyan
Creative Director: Aaron Willmer
Art Director: Aaron Willmer
Copywriter: Aaron Willmer
Production Company: Biscuit
Director: Johnny Green
Account Director: Laura Woodhead
Agency Producer: Lois Whittle
Production Company Producer: Kate Taylor
Post Production Company: The Mill
Editor: Neil Smith (Work)
Sound Studio: 750mph
Music: Sammy Davis Jr "I've Gotta Be Me"
Sound Design: Sam Ashwell
Other: Executive Creative Director: Andy Fowler
Head of Design: Jonty Harbinson
Business Director: Stephanie Hardwick
Senior Account Manager: Hannah White
Senior Planner: Matilda Ruffle
Creative Director & 2D Lead Artist: Dan Williams (The Mill)
Lead CG Artist: Francois Roisin (The Mill)
Executive Creative Director: Neil Davis (The Mill)
Executive Producer: Misha Stanford-Harris (The Mill)
Sky Q is an advert which looks to showcase the newest product in Sky’s technological portfolio - Fluid Viewing - promoting the sharing of content from one device to another. For Sky’s most ground-breaking technology launch yet, the team helped Sky to create their biggest and most innovative ad campaign to date.
The innovative 60 second spot uses 100% CG liquids to bring Sky’s new explosive and visually epic campaign to life. The film illustrates how the family of advanced Sky Q products connect wirelessly making TV viewing seamless - known as Fluid Viewing. The result sees dramatic content like Marvel’s Avengers: Age of Ultron exploding from the screen as fully CG animated droplets embark on an epic journey around the home.
A team of 52 animation artists pushed the boundaries of liquid simulation technology, crafting a spot full of bespoke liquid droplets that are seen bursting from the screen. Each liquid pixel was fully animated in CG to create something truly beautiful and memorable using a range of techniques created specifically for this project; bringing to life over 4000 individual simulations full of individual personality and pace. The team created their own fluid system allowing them to dial dynamism and life into the liquids. Each droplet was made from an inner and outer shell - the inner membrane contained the imagery from the TV screen, whilst the outer acted as a magnifying lens to distort and exaggerate the vivid colours within each frame, providing a reflective surface for the filmed environment. The result is a unique set of droplets that aesthetically reflect the footage they contain, whilst retaining subtle behavioural differences.