Celebrating Friendship in Sky

In Sky, friendships aren’t just about playing together—they’re about showing up for each other in ways big and small. From surprise parties to spontaneous music gatherings, Sky kids constantly find creative ways to make each other’s days a little brighter. Celebrate Friendship, our first live-action campaign, is our way of sharing these beautiful moments of connection with the world.

The video follows Emma, a Sky kid feeling down on her birthday, and her friend, Kennedy, who is determined to make her day special despite being far away. Kennedy (AKA @CozyK), throws Emma a surprise birthday celebration in Sky and invites some friends to join, turning an ordinary day into something special to lift her friend's spirits.

This campaign isn’t just about one story, though. It’s about the everyday magic that happens in Sky because of you. Stories like:

“We had all been friends for only a few days when my birthday came around. They found out and threw me an in-game party that evening, complete with my favorite cosmetics from past seasons, rainbows, fireworks, music, new friends, and my first out-of-bounds adventure! Best birthday experience ever!”

Why a Live-Action Sky Commercial?

Sky has always been about friendship and connection, but so much of that happens behind our screens. We wanted to show what those moments look like in real life—the joy of planning or creating something special for a friend and the warmth of being on the receiving end of that kindness.

When the idea to use A Tribe Called Quest’s iconic “Can I Kick It” came up, we knew it was the perfect fit. The song’s upbeat energy, timeless appeal, and celebration of friendship make it an ideal choice—not just for longtime Sky fans, but for anyone who understands the simple joy of spending time with friends.

Bringing the Story to Life

We couldn’t have asked for a better duo to play our leads given their personal understanding of what makes Sky unique.

Emma is a Season of Sanctuary Sky kid who loves playing with her sisters—even when they’re all in the same room, each on their own device! Cozy K, her friend in the story, is a cozy gaming creator and longtime lover of Sky. And in a serendipitous twist, we filmed this birthday-themed feature on Cozy K’s actual birthday!

Naturally, we celebrated—how could we not? Even the cake we brought to the set was designed to match the in-game cake Cozy K gifted to Emma, complete with red velvet flavor and white frosting.

And this is just the beginning! We’ll be sharing tons of fun content to keep the celebration going— including a contest giveaway, and plenty of behind-the-scenes peeks at how the campaign came together. Be sure to follow Sky on social media and Cozy K for all the latest Celebrate Friendship updates. We can’t wait to see how you continue spreading kindness, in Sky and beyond!

We’re keeping the celebrations going with an upcoming #KickItinSky community contest and giveaway! Make sure to keep an eye on our Instagram & TikTok for more details coming February 28th.

Credits

• Creative Team: Stephanie, Michael, Brandon, Jimmy, Eugene

• Production: ThxSoMuch

• VFX: Bodega Virtual