Delivering AURA: A New Format for Sky Sports
Call Up
Global broadcaster Sky Sports wanted to build deeper connections with younger football fans by briefing us to create a new format that drives culture forward in a new, engaging way. Cue AURA – a show that blends elite talent, youth culture, and raw personality.
The mission? Capture football’s biggest stars through a new off-pitch lens and prove Sky can speak the language of the next generation.
Tactics
RB produced three hero episodes featuring Justin Kluivert, Callum Hudson-Odoi, and Jérémy Doku – each packed with off-pitch stories, on-camera challenges, and personality-driven content.
From YouTube to TikTok, we crafted 68 unique pieces that felt social-first for both RB and Sky Sports Premier League. We even see elements of the show live on TV too.
Fans engaged directly through polls, Q&As, and comment threads. Every post was purpose-built to feel natural in-feed, while still hitting Sky’s brand brief.
Certified Work
Mass Impact with millions of views and reach across just 68 posts.
Consistent Heat
All three episodes performed, with Hudson-Odoi’s story leading for views and votes.
Cultural Connection
“Who’s got the most aura?” drove big interaction and gave the show real stickiness.
Format Lock
AURA is now a proven content series – built to scale and built to last.
The Commentary
