Sky Arts Reveals First Ad-Funded Program

Sky Arts has unveiled its first ad-funded program, My Greatest Shot, produced by Zinc Communicate and Tern Television.

Developed in partnership with Adobe Photoshop Lightroom, My Greatest Shot reveals the stories behind some of the world’s most iconic photographs. The photographers share their journeys and the planning and vision behind their photographs.

Among the photographers featured in the six-part docuseries are Martin Parr, Emily Garthwaite, Harry Borden, Hayley Benoit, Charlie Waite and Alexandra Robins.

My Greatest Shot is Adobe’s first-ever ad-funded program in the U.K., and it is the first ad-funded commission for Zinc Media Group following the launch of its entertainment division Zinc Communicate.

Phil Edgar-Jones, director of Sky Arts, commented: “Photography is about the most accessible art form but also in many ways the hardest to really nail. My Greatest Shot is the perfect platform for some of the world’s best photographers to provide some tips and inspiration for budding photographers everywhere.”

Simon Morris, senior director of marketing, EMEA digital media, at Adobe, added: “At Adobe, our mission is to drive creativity for all. While our tools are powerful for professionals, they’re accessible to anyone with a story to tell, and Lightroom is the perfect example of this. We hope our latest partnership with Sky Arts, and the themes, creativity and personalities in the program, inspire people to try and produce their own greatest shot.”

Harry Bell, managing director at Tern Television, said: “My Greatest Shot aims to inspire all of us to create great art. In a world where a camera sits in every pocket, and we snap more than ever before, how can we take those ‘forever’ shots? In this series, we follow some of the world’s greatest modern photographers to reveal the tricks of their trade. It’s a secret life behind the lens. How do they tell stories in a single shot about how we live, the challenges we face and the dreams we hope for? Celebrating some of the world’s best photographs, we couldn’t have better partners to bring this to the screen than Sky Arts and Adobe.”

Dominic de Terville, director of branded content and audio at Zinc Media Group, added: “This Sky Arts TV series provides Adobe with a new communications platform offering great potential for rollout to their other key markets. It’s packed with consumer takeout and authentically heroes Adobe Lightroom as a key tool for any photographer. It’s truly inspiring to see market-leading brands also leading the way in content-led, smart marketing communications.”