SKY
MEXICO CITY, MEXICO.
SKY + HD
Launch Campaign – “Like You've Never Seen Before”
Client: SKY Mexico
Agency: Euro RSCG Beker
Role: Associate Creative Director
Year: 2010
Production & Post: Buenos Aires, Argentina
__________
Challenge
In 2010, SKY Mexico—the leading satellite television provider in the country—was transitioning from HD to Full HD. More than just a technical upgrade, this was an opportunity to reshape how audiences perceived SKY: not just as a content distributor, but as a leader in cutting-edge home entertainment.
Our brief was simple, yet ambitious: Show what Full HD truly means. Make people feel the difference.
Insight & Idea
While technical specs speak to engineers, emotion speaks to audiences. Our insight was that Full HD isn't about pixels—it's about immersion. It lets you see every drop of sweat, every blade of grass, every frozen second of impact.
So, we developed the campaign idea:
"See TV like you’ve never seen before."
We chose two sports with high emotional and visual intensity. Two spots of Football (Soccer), the most popular sport in the world and Mexico. 1 spot of American Football, the second most popular sport in Mexico. Each piece would portray a hyper-real frozen moment of action, brought to life with a seamless, cinematic camera move that immersed viewers in the scene’s finest details.
Execution
To achieve this visually ambitious concept, we shot the campaign in Buenos Aires, Argentina—a strategic decision driven by both cost-effectiveness and access to specialized talent. For the American football spot in particular, Argentina’s strong rugby culture gave us access to athletes with the physicality and performance needed to double as NFL-style players.
Each scene was created using a motion control camera arm, which allowed us to execute complex, precise, and repeatable camera movements through a set filled with frozen actors. The visual effect of time standing still was achieved by rotoscoping and compositing multiple takes, blending them seamlessly in postproduction to sell the illusion of total stillness while the camera moves fluidly through the chaos.
The entire production and postproduction process was completed in Argentina, working closely with a team of VFX artists and editors to bring the vision to life.
Impact
The campaign delivered a clear and memorable message: SKY wasn’t just adopting new technology—it was elevating the viewer experience. Each spot gave audiences a visceral preview of what Full HD could offer—not through tech specs, but through stunning visual storytelling.
The campaign helped SKY reinforce its leadership in broadcast innovation and connect emotionally with sports-loving viewers across Mexico.