Meet the entertainment group creative director

Skys Nicole Poppi talks TVBEurope through her journey from Australias Big Brother to working on creative campaigns for Skys latest big name TV series, and explains why you dont need to take a traditional path into the media industry

By Jenny Priestley

Published: March 10, 2025 Updated: March 11, 2025

Sky's Nicole Poppi talks TVBEurope through her journey from Australia's Big Brother to working on creative campaigns for Sky's latest big name TV series, and explains why you don't need to take a traditional path into the media industry

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Talk us through an average day in your role. As entertainment group creative director at Sky, no two days are ever the same. One moment, I'm deep in creative discussions on key art, trailers, or the launch campaign for a major Sky Original like The Day of The Jackal. The next, I'm in strategy meetings, aligning with marketing and content teams to ensure our biggest shows make an impact.

Mornings often start with a creative review-collaborating with our designers, trailer editors, and creatives to craft bold, engaging campaigns. Afternoons could mean anything from attending a high-profile talent shoot to working with the latest tech, such as AI. Some days, it's working closely with showrunners and marketing teams to capture the essence of a series; other times, it's diving into the finer details of typography and colour palettes for a brand refresh.

It's fast-paced, ever-changing, and always exciting.

How did you get started in the media industry? My first break at Sky came at Sky News as a junior designer, where I cut my teeth working on breaking news graphics. But before that, I actually got my start in Australia-on Big Brother as a junior digital designer working in a building adjacent to the Big Brother house!

I was thrown into the deep end of live TV production, learning how to work fast, think creatively, and make bold decisions based on the emerging storylines in the house. That mix of high-pressure news and high-energy entertainment was a great foundation for what came next.

What training did you have before entering the industry? I studied my BA in Communication Design at the Queensland University of Technology in Brisbane, it's a great degree that gave me a strong foundation in design, storytelling, and creative problem-solving.

Why do you enjoy working in the industry? Sky is a powerhouse of creativity, where I get to collaborate with some of the best talent-both on-screen and off.

Our in-house hub operational model brings creative, design, strategy, and production together under one roof, giving us a huge range of expertise while also allowing us to tap into external specialists when needed. That balance lets us dream big and execute at the highest level. The pace is fast, the challenges are real-tight deadlines, last-minute pivots-but that's what makes it thrilling. And nothing beats seeing our work out in the world, making an impact.

What piece of advice would you offer someone looking to explore a role similar to yours? Be open to all opportunities. You don't have to follow a traditional pathway to get here-some of the best creatives I know took unconventional routes. Say yes to projects outside your comfort zone, have a great attitude, be curious, and surround yourself with people who challenge and inspire you. And most importantly, don't just chase job titles-chase the work that excites you. That's what will set you apart.

LINK:	https://www.tvbeurope.com/business/people/meet-the-entertainment-group...
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