SKY Arts approached us about a month or so ago to see if we might be able to help them out as they wanted to announce their launch as a free-to-air channel across Freeview.
A handful of creative sessions later and it turned out that we could do just that.
We came up with the idea of working with globally-renowned artist Spencer Tunick to create an art installation for the age of COVID – showing that you can create mass-participatory art even at the toughest of times for the culture sector and that SKY Arts is at the heart of that movement.
Duly, we got in touch and Spencer loved the concept – 220 people naked and wearing nothing but masks in his first ever socially-distanced installation.
About a month or so later and we found ourselves at Alexandra Palace with the aforementioned 220 volunteers bright and breezy (we love a 3.00 am start for a sunrise shoot) as Spencer orchestrated one of the most ambitious (due to context rather than scale) pieces he has ever made – titled “Everyone Together”.
This morning, that story hit the media. It’s pretty fair to say that the announcement has been a wild success.
We’ve seen belting pieces across The Guardian, Daily Mail (twice and then a third time), Daily Telegraph, The Sun, Evening Standard, Independent, METRO, Sky News, Time Out, CNN and BBC News Online. There have been well over 100 pieces across the key regional titles and, thanks to an AP film, the story has gone around the world.
We’re not gonna lie, this wasn’t the easiest piece of work we’ve ever done. In fact it might be the most challenging given the circumstances. But we also happen to think that great PR shouldn’t always be easy and this is one launch I don’t think any of us is going to forget …