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 engaging puzzles, proving that with Sky Sports, the game is always front and center in the fan’s mind.