In this VFX-heavy campaign for Sky, a TV screen showing "Marvel's Avengers: Age of Ultron" explodes and turns to liquid. The content, in the form of droplets, then embarks on an epic journey around the home, before splashing and reforming onto the next screen.
The spot promotes the "fluid viewing" display technology available on Sky Q, the company's new home entertainment system, and it's part of a much larger campaign that will also include outdoor, social media and an immersive website.
It was created by Brothers & Sisters and directed by Biscuit's Johnny Green, with the VFX team at The Mill crafting each droplet of content based on the real movements and interactions of fluid.
Andy Fowler, executive creativedirector at Brothers and Sisters, commented in a statement: "The whole thing took one year including five months of intensive pre-production prior to any filming. In total the ads involved 52 artists, 105 liquid VFX shots, over 4,000 individual simulations and an incredible 45,000 hours of rendering."