2012 brings one of the best summer of sport line-ups ever on the Sky platform. As the pre-eminent sports broadcaster in the UK, it was only natural that Sky chose to showcase its glorious HD offering of these events in style.
Sky Creative Director Barry Skolnick, alongside directors Ivan Bird and Mark Harris, devised a concept for a campaign that was to focus on the blood, sweat, tears and hugely demanding preparation that go hand-in-hand with being an elite athlete.
As part of the planning, management and execution of the campaign, Synergy was enlisted to consult on the use of elite athletes and IP, and to manage the entire athlete management process for all the Sky Sports Scholarships athletes involved.
This included management and scheduling of appearance time, liaison with agents and governing bodies, management of contractual rights, on-site management of athletes, content gathering, image approval, and finally, athlete promotion via social media channels upon the ad’s launch.
Each athlete was shot in a non-intrusive fly-on-the-wall style piece of filming usually only accessible to coaches. All footage was captured in three weeks with shoots in several locations including Ireland, Spain, Portugal, London, Peterborough, Loughborough and Manchester.
Overall it was a truly insightful and inspiring to spend time with these athletes in this most intimate of settings; whether hard at work in a 50m pool, tucked away in a boxing gym or half-way up a mountain. The effort, devotion and natural ability displayed by each athlete brought to life some incredible footage which will no doubt inspire and engage people to show their support for the best that Britain and Ireland have to offer in what is set to be an incredible Summer of Sport.
Watch the ad in full here: