Sky Sports – Everywhere

This project was an innovative campaign pitch I developed for Sky Sports ahead of the 2024/25 Premier League season. The creative was built around the core message that with more live matches being broadcast than ever before, football is truly everywhere. My goal was to create a visual metaphor for the obsessed fan—the kind of person who sees the beautiful game in every shadow and skyline, even when they aren’t looking for it.

The campaign centered on a series of clever optical illusion billboards designed to change based on the viewer’s perspective. From a close-up range, the artwork appears to be a “normal” everyday scene, but as the viewer steps back, iconic Premier League moments are revealed within the landscape. Using cutting-edge digital techniques to mask these moments, the series featured:

• Son Heung-min cleverly hidden within the organic textures and crowds of a busy beach scene.

• Sergio Agüero’s legendary title-winning goal masked among the stalls and shoppers of an everyday market.

• Cole Palmer’s signature celebration subtly built into the architecture and windows of a modern city skyline.

I generated the original concept and produced all the artwork in the series, focusing on how these “second glance” visuals could create a unique, interactive experience for fans. The intention was to turn standard outdoor media sites into large-scale optical illusions, proving that with Sky Sports, the game is always front and center in the fan’s mind.