The launch of Sky Q has been supported by Sky’s biggest and most ambitious advertising campaign ever. As part of their overall experiential activations, Sky commissioned onedotzero to create a series of powerful live experiences that immerse audiences across the UK in the Sky Q brand.
Interactive Experiences
Immerse yourself in Sky Q with complete control of a magical series of interactive experiences that respond to your every touch. The Sky Q experiential campaign is centred around two dynamic interactive experiences that bring Sky Q’s ‘Fluid Viewing’ to life. The Fluid Portrait Booth and Digital Membrane both feature an interactive fluid that is the product of a custom-built engine which physically simulates fluid and allows for real-time interaction.
The Fluid Portrait Booth invites users to create a series of portraits of themselves immersed within Sky Q fluid. The more they move, the more the fluid moves with them. No two portraits are alike due to the dynamic fluid generated by the engine - resulting in a series of unique portraits which can instantly be shared via Facebook, Twitter and email using the hashtags #SkyQ and #FluidViewing.
The Digital Membrane is a tactile experience that invites users to poke, push, and play with fluid viewing and Sky’s new TV platform, Sky Q. Created using custom code, Kinect cameras, high
performance bespoke-built PCs and 14K projectors that are back-projected onto a stretched tensile fabric structure. The timed experience runs through two modes:
'Play Mode’: users are drawn to the membrane by atmospheric moving droplets enticing the audience to come and play with them. People can touch, swipe and slide the fluid around the fabric screen with complete control that is unique to every user and interaction.
'Screen to Screen Mode’: demonstrating how Sky Q allows viewers to pause TV in one room, and carry on in another (on a TV or device) users are now transported into an abstract home environment showing two screens, one with content playing on it and the other with a pulsing pause/play button. When the second screen is touched the fluid content flies across the room and pours into the second screen where the content plays at the point where it left off.
Fluid Architecture
Supporting the experiences are a series of lit, fluidly designed structures built out of stretched fabric, that take over both Sky Studios at the O2 (which includes a full takeover of the Balcony with fluid structures and a full graphic wrap of the facade of the building) and Sky’s Iconic Store at Westfield London (including a two-sided Digital Membrane experience and two Fluid Portrait booths plus a full graphic takeover of the Southern Terrace, all in-centre hanging banners and digital bulkheads) and in addition touring units were built to house both interactive experiences within a tight footprint of just 3m x 2m to fit within shopping centre thoroughfares.
Collaborative Effort
onedotzero pulled together a specialist team of interactive designers, developers, creative technologists, architects, structural engineers and fabricators to deliver an ambitious and complicated project under their creative direction. onedotzero also collaborated with other Sky agencies to deliver an integrated campaign that works across OOH, Digital and Social Media.
London-based interactive design studio Sennep worked on the experience design with
Copenhagen-based digital creatives Yoke building a custom code engine with bespoke software to run the Fluid Portrait and Digital Membrane. onedotzero's technical partners Aztec Event Services supported the project throughout with added custom-built PCs, while CRM and data capture was handled by Fat Unicorn. Designers and architects of tensile fabric structures Airsculpt came on board to construct the installations designed by onedotzero's in-house creative team. Wasserman Experience provided fully trained brand ambassadors to host and promote the installations as well as handling the logistics of the full UK tour.
Nationwide Roll Out
The activation debuted to the public simultaneously at Sky Studios at the O2 and Sky Retail Iconic at Westfield London on 12 February where it runs for 8 weeks. Meanwhile touring units pop-up at 20 other locations across the UK and Republic of Ireland.
This is the first time onedotzero and Sky have worked together and adds another innovative project to the agency’s canon since pivoting from the arts and culture sector to a more commercially focused creative design agency.
Credits:
onedotzero for Sky Q - Introducing Fluid Viewing
Dates: 12 February – 16 April 2016
Client: Sky
Agency: onedotzero
Creative Direction, Design, Direction: onedotzero
Experience Design: Sennep
Software: Yoke
Technology: Aztec Event Services
Fabrication: Airsculpt