The brief for the Sky Store Christmas campaign was to create an advent calendar visual for Sky's UI to accompany a series of give aways and discounts on Sky Store in the build up to Christmas.

The project would require 25 days worth of assets including promotional take over rails for each day, featuring 'easter egg' style references to the content on any selected day.

After experimenting with a few different routes including more abstract/cleaner routes to a more home made, hand painted feel, the client decided on a gold foil route which combined Sky Store's brand primary colour (blue) with etched gold foil decorations of a snowy Christmas tree landscape. Due to the layout of this routes landscape, we were able to use a centralised title art which is rarely seen across Sky's UI.

INTIAL ADVENT CALENDAR CONCEPTS

Working the advent calendar door and easter eggs into the design was slightly more challenging. The decision to only feature the door in the promotional rail meant that we were able to keep the centralised title art, and expand the creative into the rail. Having glowing elements burst from the slightly open advent calendar door and swirl around the Sky Store logo helped emphasise the magical elements of Christmas highlighted in the brief, without giving too much away.

Having the door slightly ajar meant that I was able to work in easter egg style references by having some element of the content burst out of the door specific to the content. For example, for Wonka we had chocolates from the film burst out of the door, we had tennis balls for Challengers and venomous tendrils creep out for Venom: The Last Dance.

Overall the campaign was very well received with the content gaining upwards of a million interactions across the UI.

See some highlights across the campaign below: