CLIENT
Sky TV
→ Tastemaker curation and engagement
→ Cultural advocacY
→ Influencer relations
→ Media relations
Possession
CAMPAIGN
By combining cultural insight with strategic communications, we helped Possession reach beyond the traditional entertainment cycle, in conversations around the series and its themes.
As part of this, we collaborated with historian Kayne Kawasaki on an Obeah explainer video, providing audiences with accessible cultural and historical context around a key theme within the series and helping deepen the conversation beyond the screen.
Together, these approaches delivered a launch that felt authentic, sparked wider conversation, and demonstrated how thoughtful audience strategy can strengthen both storytelling and campaign impact.
The results
The brief
Sky TV asked us to support the launch of their new Sky Original supernatural thriller, Possession, set between Jamaica and the UK. With the series exploring themes of colonial legacy, identity, and Obeah, Sky wanted to ensure the campaign reached the audiences it was created to resonate with.
Approach
Working closely with Sky’s communications team, we developed an audience strategy centred on cultural relevance rather than reach alone.
We identified the voices, communities and cultural spaces where Possession could connect authentically, combining earned media, cultural advocacy and guest curation to take the campaign beyond traditional entertainment audiences.
From bringing tastemakers, creatives and community voices into the room for a launch at the iconic Ritzy in Brixton , to identifying editorial and cultural opportunities that could deepen the conversation around the series, our focus was on creating meaningful connections between the story and the audiences most relevant to it.
Our work included:
Advising on culturally credible audience and stakeholder mapping.
Curating and securing a guest list of tastemakers, creatives, journalists and community voices.
Supporting media outreach across culture, lifestyle and commentary titles to broaden the conversation around the series.
Developing culturally informed editorial opportunities, including expert-led content exploring the history and cultural significance of Obeah to support earned media.
Identifying relevant cultural moments and securing opportunities for Possession talent, including director and filmmaker Storm Saulter and actor Sheldon Shepherd, to take part in events that connected them with curated audiences.
Providing ongoing strategic counsel to ensure activity remained considered and connected to the story and its cultural context.