CHALLENGE: Get people to sign up to Sky HD by showcasing its exclusive, exciting content. The fight between Ricky Hatton and Floyd Mayweather was perfect for this.SOLUTION: Allow users to explore the detail of a high-resolution image. We used an amazing shot of Hatton mid-punch, since it was the kind of remarkable picture with which Sky HD wanted to be associated. The advert works by having two ads served on one page, as individual files that communicate, with each other dynamically, moving as one.RESULT: An unprecedented interaction rate of 14.39% and a delighted client.