Description
Dentsu Creative has launched ‘Primetime Play’, a new long-term brand platform and visual identity for Sky Vegas, designed to reconnect the brand with Sky’s heritage as one of the UK’s leading entertainment brands. Rooted in entertainment, the platform turns everyday moments of downtime into moments of ‘Primetime Play’, creating a distinctive brand world designed to stretch far beyond advertising into product, proposition and customer experience.
The launch film is fronted by Kaya Scodelario, fresh from filming the second season of Netflix’s The Gentlemen, and directed by Scott Lyon through Rogue. Set to Mark Ronson’s Ooh Wee, the film sees Scodelario move through an immersive Sky Vegas studio, with each window revealing a different game-inspired world. Volcanic landscapes erupt, diamond vaults burst open, tropical rainforests come alive and a giant kraken emerges from the deep. Combining in-camera production with VFX from Electric Theatre Collective, the film brings together spectacle, imagination and a sense of playful escapism.
The platform launches across TV, VOD, social, radio, digital audio, sponsorship idents, digital display, CRM and owned channels, with media handled by EssenceMediacom. A major national OOH rollout includes a Waterloo Gallery takeover featuring bespoke 3D special builds, while a new suite of sponsorship idents introduces recurring characters from within the Sky Vegas studio.
More than a single campaign, Primetime Play has been created as a flexible, transformational platform that will shape how Sky Vegas looks, feels and behaves into 2027 and beyond, with refreshed website and app experiences launching alongside the work and further developments planned as the platform evolves.
This professional campaign titled 'Primetime Play ' was published in United Kingdom in September, 2026. It was created for the brand: Sky Vegas, by ad agency: Dentsu Creative. This Integrated medium campaign is related to the Gambling industry and contains 1 media asset. It was submitted about 3 hours ago.
Credits
Davnet Reid – Managing Director, Sky Gaming
Sam Behar – Marketing Director, Sky Gaming
Claire Hamilton – Head of Brand & Creative, Sky Gaming
Mateusz Samolyk – Senior Brand Manager, Sky Gaming
Lauren Wood – Senior Brand Manager, Sky Gaming
Hannah Lockwood – Brand Manager, Sky Gaming
Dani Jones – Brand Manager, Sky Gaming
Fran Greenwood – Senior Creative Project Manager
Guy Ainsworth – Managing Director
Oscar Flintoft – Business Director
Alex Brooks – Account Director
Chris McKibbin – CSO
Nicholas Pirard – Senior Strategist
Matt Searle – ECD
Olly Wood – ECD
Woody Woods – Creative Director
Owen Evans – Creative Director
Ben Anthony – Head of Design
Callie Prockter – Designer
Anna Baker – Head of Production
Chris Chapman – Senior Production Director
WPP Media’s EssenceMediacom:
Alex Jockelson: VP, Clients, UK
Andy Hart: Director, Clients, UK
Rogue Films
Executive Producer – James Howland
Producer – Maddy Easton
Director of Photography – Will Bex
Production Designer – Tom Wales
Editor – Art Jones (Work Editorial)
Electric Theatre Group
VFX Shoot Supervisor: Dean Robinson
2D Supervisor: David Filipe
CG Supervisor: Patrick Kraft
Creative Director: Micheal Chapman
Colourist: Luke Morrison
Post Producer: Amie Filipe
The Gate
Sound Designer – Jeff Smith
Audio Producer – Maddie Barrick
Editor - Michele Difrancesco
Jr Producer- Juan Sanchez Zamora
Post Producer - Pedro Pinto
