Sky's WAR lift doors pulled Dominic West and Sienna Miller apart in Dundrum

Support the launch of Sky's original drama WAR across Ireland with out-of-home that could carry a story of conflict beyond a poster.

The lift doors become the feud: closed, the two stars stand together; open, they are pulled to opposite sides — 'Take Sides. Take Everything.'

48 Sheets, 6 Sheets and T-Sides carry West and Miller on opposite sides of the artwork from October 5; at Dundrum Town Centre, PML Group's Create team adapted a lift so closing doors join the pair and opening doors divide them.

No reach figures are given; the trade write-up singles out the lift takeover as the experiential centrepiece that makes the media format itself act out the show's central war.

To launch its original drama WAR, which stars Dominic West and Sienna Miller and premiered on Sky and NOW on October 2, 2026, Sky ran a multi-format out-of-home campaign across Ireland planned by Starcom: 48 Sheets, 6 Sheets and T-Sides all place the two leads on opposite sides of the artwork under the line 'Take Sides. Take Everything.', with the wider rollout going live from October 5.

The centrepiece was a special at Dundrum Town Centre near Dublin, where PML Group's Create team adapted a lift. West and Miller are printed across the two doors: when the lift is closed the pair appear together; when the doors open, they are physically pulled apart to opposite sides of the shaft. The movement of the doors gives literal form to the campaign line — the media structure itself performs the feud at the heart of the show.

The treatment extends inside the lift cars and the surrounding space, and BM Outdoor's write-up frames the takeover as the experiential highlight of a campaign whose standard formats would otherwise have carried only the posed opposition of the key art.

A drama about conflict needs an audience to feel the split, and a poster can only state it — the lift makes the separation happen in front of the viewer, on repeat, for free.

Lift doors are a format almost nobody uses, so the campaign bought its own stage rather than competing for attention on conventional panels.

The mechanic translates the show's premise into the format's native behaviour: the doors' opening and closing is the story, not decoration on top of it.

Placing the takeover in one of Ireland's busiest shopping centres put the act of choosing sides in front of family audiences the drama targets.

Let the medium do the acting: when the format's own behaviour can perform the story, the ad stops being a poster and becomes a scene.

The Dundrum activation launched the week before October 5, and the multi-format rollout ran across Ireland alongside the series' October 2 premiere on Sky and NOW. The write-up records no campaign results or extensions beyond the formats described.