Grey London Delivers First Effort for KOOVS

By Erik Oster 

Grey London was recently appointed by Indian e-commerce site KOOVS to launch a multi-channel campaign following a review and have just released the first spot for that campaign, “Step Into KOOVS.COM.”

The 60-second spot features emerging British rapper Lady Leshurr and dance sensation Dytto as a couple is transported around the world in and out of different clothing from KOOVS. It’s a visually-intriguing approach, showcasing multiple locations, plenty of different outfits and lots of visual effects. Directed by Stink’s Martin Krejci, the spot took three weeks to shoot and featured in-camera effects by VFX specialist Tom Sparks. In addition to the spot, which will appear on broadcast and in cinemas, the campaign will also include digital, OOH and print components.

“To have the chance to be a part of youth culture in India, to be part of that explosion, is an honour,” Grey London executive creative director Dom Goldman told LBB. “We are excited to partner with KOOVS on this journey and look forward to creating different shapes of work beyond more traditional output.”

“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,'” added KOOVS Group CEO Mary Turner. “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.”


Project name: KOOVS.COM
Client: Mary Turner, CEO,
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
Colourist: Seamus O’Kane