Koovs Embraces Global Youth Culture with Grey London and Stink's Martin Krejci

Grey London has been appointed by KOOVS.COM the fashion-forward e-commerce destination in India, to deliver a multi-media, multi-channel brand campaign following a competitive pitch.

KOOVS.COM is an online fashion store for all wardrobe needs. Inspired by international runways, celebrity looks and on-trend street style, KOOVS.COM offers exceptional fashion at pocket-friendly prices, delivered to your doorstep.

The campaign, ‘Step into KOOVS.com’ will launch in India on November 23rd 2015. It has been designed to appeal to the emerging young Indian population who are keen to explore global culture and want to embrace a new energy. It aims to engage with young fashion enthusiasts and inspire them to be creative with fashion. The new campaign will appear across TV, cinema, digital, billboards & print media.

As much music video as fashion campaign, the commercial features up-and-coming British rapper Lady Leshurr performing her explosive track, Hours and 17 year-old International dance sensation Dytto, who recently performed on The Ellen DeGeneres Show. A balletic Romeo & Juliet for the digital age, the ad showcases the KOOVS range as two heroes ‘step into’ KOOVS clothes and experience a journey across the globe. From a Mumbai street to an East London food market, from an underground party in a Parisian ballroom to the beauty of a Manhattan rooftop, from a Californian road trip and back to Mumbai, the aim was for authenticity.

Directed by Stink’s Martin Krejci, it took three weeks to shoot and presents an extreme technical challenge. Working with highly acclaimed specialist Tom Sparks, the VFX were done in camera using wires and completed in Flame. For each transition, multiple camera passes were utilised to capture multiple layers of action — actor, stunt double, clothing before and after and beauty passes. Each layer was then painstakingly composited to create a scene and seamless transition from one incredible scene to the next.

Krejci and Sparks last worked together in 2012 on a multi-award winning ad for Honda Civic, in which a spark tells the four-year story of the car’s redesign.

Speaking on the brand campaign, Mary Turner, CEO, KOOVS Group said, “We have successfully established a loyal fan base using digital media and now want to reach out to a wider audience through our multi media campaign ‘Step into KOOVS’. The aim is to establish KOOVS as an undisputed authority on affordable western fashion. The idea is to inspire young people to explore, to be creative and enjoy fashion every day.”

Talking about the campaign, Dom Goldman, Executive Creative Director, Grey London said: “To have the chance to be a part of youth culture in India, to be part of that explosion, is an honour. We are excited to partner with KOOVS on this journey and look forward to creating different shapes of work beyond more traditional output.”

Full Credits

Project name: KOOVS.COM

Client: Mary Turner, CEO, Koovs.com

Creative Director: Dom Goldman

Copywriter: Rob Greaves

Art director: Sam Daly

Agency producer: Emma Fasson

Creative producer: Julia Parry

Planner: Hazel Reed

Media agency: Mediacom India

Media planner: Junaid Hakim

Production company: Stink

Director: Martin Krejci

Editor: Tim Thornton-Allan

Producer: Juliet Naylor

Executive Producer: Jon Chads

DOP: Natasha Braier

Post-production: Tom Sparks & Ryan Knowles

Soundtrack composer: Son of a Kick ft Lady Leshurr & Paigey Cakey

Audio post-production: Jack Sedgwick @ Wave Studios

Colourist: Seamus O’Kane