top of page
BOYZONE
Key Art, OOH
[CREDITS]
Design: Abbie Edwards & Amy Gibson
Design Direction: Steve Stacey & Abbie Edwards
Creative Direction: Johnny Ace
Retouching: Lee Binding
This campaign aimed to generate buzz and excitement for Boyzone’s Sky Original documentary, ensuring the key art distinguished itself from traditional album promotions while capturing the band’s legacy - ensuring options with/without Stephen Gately were explored, as well as older images of the band.
Throughout the design process there are always multiple iterations that aren't used, but help in getting to the final product. Below you can explore the creative evolution behind Boyzone's documentary branding and see the alternative concepts, inspirations and design decisions that shaped the final artwork.
After extensive exploration, these final creative routes were selected as the strongest representations of Boyzone’s journey. The chosen designs balance nostalgia with a contemporary feel, ensuring the documentary’s promotional material resonated with both long-time fans and new audiences. Below, you can see the original images before retouching, offering insight into how the final key art was refined for maximum impact.
The cracked CD route was chosen as the primary key art and the imagery of the boys in present day was chosen as the secondary key art. After multiple tweaks, colour grading and retouching, the final artwork was complete and was used over multiple touch points in the marketing campaign, including the premiere that took place at The Roundhouse.
Overall, Boyzone: No Matter What was the biggest Sky Original documentary series launch since the advent of Sky's factual channels. Gaining an overnights audience of 404k across Sky Documentaries and Showcase.
This places it well ahead of the previous best overnights audiences for Shark with Steve Backshall (322k), The Bambers: Murder at the Farm (280k), Ghislaine Maxwell Epstein's Shadow (215k) and The Body Next Door (205k).
bottom of page