Sky - Interactive Robot 2014
Client: [ Jam ]
Campaign: [ Shoot the Movie ]
Brand: [ Sky ]
Awards: DADI Awards - Interactive Game website // Top 10 Digital Innovations of 2014 - (Campaign Magazine)
We were commissioned by Jam - a creative agency subsidiary of Engine Group - to build a unique DVD shooting machine for a live streaming competition held by Sky and administered using Twitter. The ‘Sky Launcher’ was designed to randomly sway while launching DVDs at a large set of purpose-built shelves illustrating the name of their new Sky Store product “Buy & Keep”.
Users tweeted to enter the competition with their Twitter handle assigned to a specific shot. Prizes were awarded for hitting targets and included a 4K curved screen TV and long-term cinema passes. The Sky Launcher project was built in-house from concept sketches to delivery. We prepared designs with CAD software and ran simulations to determine its mechanical movement and firing range. We used our CNC cutting machine and 3D printer to create the one-off components necessary for the project. We also built the LED illuminated shelves for the set.
The Sky 'Shoot the Movie' campaign trended as no.1 mentioned Twitter hashtag in the UK on the day, with 1.8 Million Twitter impressions and three thousand additional twitter followers for Sky.
See the robot in action: Making of Video