WE are proud! Sky x HBO Max x Vue Cinemas

lead thought
Idea

Heated Rivalry had inspired an unusually devoted fandom. According to Crave data reported by WIRED, 15% of viewers who had rewatched the show had watched an episode five times or more. With Pride celebrating visibility, belonging and community, we saw an opportunity to bring some of these fans together for something special.

Create an experience worthy of the fandom: a bespoke Heated Rivalry quiz that only the biggest fans could win, with Sky's 2026 Pride campaign taking centre stage across the venue.

❋ reward fans

Bring superfans together for an exclusive screening on the big screen, in partnership with Vue Cinemas.

❋ celebrate pride

Extend Sky's Pride campaign beyond social, showcasing its colourful creative across the cinema.

❋  social campaign

Capture the experience through bespoke video content, bringing the event and its superfans to life across Sky's social channels.

❋ my role

I shaped the creative direction of the content and fan experience, developing the bespoke quiz, directing the event shoot and taking ownership of the behind-the-scenes and social video assets. I worked closely with Sky Creative Agency, Sky's LGBTQ+ Network and Vue Cinemas to bring the different elements together, including coordinating video content for the cinema screens.

The event saw over 150 guests descend on Vue Cinema in London’s Leicester Square, and our video garnered over 3,700 organic views on Instagram over the weekend.