Working closely with Sky's brand consultancy Venture 3, our brief was to assist in the development of an online communication strategy for Sky HD that would help position the new brand and support the product through the various phases of its launch campaign.

The site takes the key emotional elements from the brand's bold and trippy visual manifesto [imagine life on magic mushrooms was our brief], designed to lift Sky HD above the clutter of other hardware led HD communications.

This was then combined with a sensory execution that weaves in key information to assist customer decision making.

HD has now become the norm but back then Sky's challenge was to demonstrate the quantum-shift in visual quality that the new HD era would enable - a difficult task when relying on old media yet the high-resolution displays on most PC screens made this the perfect medium to showcase full and true HD content to prospective customers.