Poster for HBO's 'House of the Dragon' featuring two women, one with dark hair and the other with blonde hair, with the text 'Blood for blood, fire to fire' in the background.

sky tv

creative concept development for new show and film releases

Background: I worked with Sky to build social buzz around some of its biggest new releases, including House of the Dragon, the highly anticipated Game of Thrones prequel. With huge audience expectations and an increasingly crowded entertainment landscape, the challenge was to make each launch feel like a cultural moment - building conversation, excitement and anticipation ahead of release day.

Client Needs: Sky needed a social approach that could turn new releases into moments people wanted to talk about, while staying true to the individual world of each show.

  • Attention-grabbing creative: Develop social-first ideas that could cut through and build genuine excitement around House of the Dragon and other priority releases.

  • Audience relevance: Translate each show into content that felt native to social and connected with younger, highly engaged audiences without losing the tone of the original title.

  • Build conversation: Create reasons for audiences to talk about, share and engage with shows in the lead-up to launch and beyond.

  • Platform-first thinking: Develop ideas that could flex across different social platforms, rather than taking a one-size-fits-all approach to the campaign.

Close-up of a man in a suit with a serious expression, with an airplane in the background. Text on the image reads 'Colin Firth' and 'Lockerbie: A Search for Truth.'

Approach: I developed social-first creative concepts designed to take Sky’s biggest releases beyond traditional TV promotion and turn them into content audiences would actively engage with.

  • Audience insight: I looked at how younger audiences were discovering, discussing and sharing entertainment on social, using those behaviours to shape ideas that felt native to the platforms rather than like traditional advertising.

  • Creative concepts: For House of the Dragon, I used the distinctive world, characters and cultural conversation around the show as the starting point for social creative — finding ways to translate its themes into entertaining, shareable content.

  • Community & conversation: Ideas were designed to give fans something to participate in, react to and share, helping build anticipation ahead of launch and keeping the conversation going once episodes began airing.

  • Platform-first execution: Concepts were developed with individual platforms and audience behaviours in mind, allowing the campaign to flex across TikTok, Instagram and other social channels while still feeling part of one wider launch.

The logo for Sky TV in bright, colorful letters with paint splashes and a television remote below.

Results: The campaign helped build momentum around House of the Dragon across social, tapping into the huge conversation surrounding the show and giving fans more ways to engage with the launch.

  • Strong social engagement: Content generated conversation and interaction across Instagram, TikTok and Twitter, helping extend the campaign beyond Sky’s owned channels.

  • Audience participation: Interactive and shareable formats gave fans a way to become part of the conversation, rather than simply being served promotional content.

  • Sustained conversation: The social approach helped keep House of the Dragon visible beyond launch day, with content designed to respond to and build on the conversation as the series unfolded.

  • A major cultural moment: The campaign contributed to a much wider social moment around one of the year’s most anticipated TV releases, ensuring Sky was part of the conversation surrounding the show.