First off, for this unique moment in British sporting history and for one time only, we changed our brand line. Believe in better became Believe in Britain and the campaign was born. We directed photoshoots with all of the Sky-sponsored athletes that were flying the flag for Britain this summer.
How did we bring it to life?
It was no ordinary shoot for no ordinary athletes. We captured all the fully-charged electricity of these athletes in action with the blue and red aura of national pride. We also wanted to catch it all on camera rather than relying on post production. The shots were put out all around the country, inspiring people to #BelieveinBritain.