About
Sky Glass was Sky’s first fully integrated streaming TV, removing the need for a satellite dish or separate box. Ahead of launch, Sky needed employees to understand a major shift in its product offer.
Challenge
The campaign had to balance secrecy, scale and clarity, building anticipation while reaching employees across HQ, satellite offices and remote teams.
Outcome
The launch created a shared employee moment across physical and digital channels, helping staff understand the Sky Glass story and feel part of the wider product reveal.
Project overview
Sky Glass marked a major shift for Sky. It was the company’s first television, bringing Sky’s service into an all-in-one streaming TV with no dish or set-top box.
Because the product was being developed in secrecy, most employees knew very little before launch. The internal campaign needed to turn that secrecy into anticipation, then help a 30,000+ workforce understand and share the story of Sky’s new flagship product.
Design challenge
The internal launch had to land at the same time as Sky’s national press reveal, giving employees a clear way to understand, experience and share the new product story.
It needed to build intrigue before launch, explain the product clearly on reveal day, and work across Sky’s Osterley HQ, satellite offices and remote workforce.
Creative role
Working with the creative director, I helped shape how the Sky Glass story would show up for employees across physical and digital. My role covered launch-day concepts, campus-wide environmental applications and digital extensions for teams outside HQ.
The aim was to turn a confidential product reveal into something clear, tangible and shareable, helping employees understand the product’s key features and feel part of the wider launch.
At Osterley, the campaign used secrecy as a launch mechanic. Giant screen doors concealed the main exhibit in the build-up, while teaser messaging across the campus and digital channels hinted that "something magical is coming".
Launch Activations
On launch day, employees gathered for the live broadcast of the national press event before the doors opened to reveal the Sky Glass experience. Product exhibits and interactive installations helped employees understand the new flagship product, while photo moments encouraged social sharing through #LifeAtSky.
The physical launch was supported by an intranet takeover, livestream, product videos and giveaways, giving employees across satellite offices and remote teams a way into the same launch story.
Reflection
The campaign helped turn a confidential product reveal into a shared internal moment, and was later shortlisted for Best Single Campaign at the 2022 IoIC Awards.