NEWS: St Luke’s branches off into pop videos with Carl Cox debut

St Luke’s has diversified into pop promos by creating a video for the dance remix DJ, Carl Cox, and his debut single, Phoebus Apollo.

St Luke’s has diversified into pop promos by creating a video for the

dance remix DJ, Carl Cox, and his debut single, Phoebus Apollo.



The agency began looking at creating pop videos after some of its staff

expressed a desire to do something beyond advertising. It then

approached Edell Records with the idea of making a promo, and Edell

Records, in turn, talked to Cox.



David Abraham, marketing director at St Luke’s, explained: ‘We

discussed, as a company, what areas we wanted to go into and dance music

came up. Conventionally, dance music videos are promoted with cheap

graphics, so we wanted to do something better than that.



‘We have a lot of creative people who want to experiment in different

areas, and we have it in our constitution to let them,’ he added.



The three-and-a-half minute video is shot partly in black and white and

partly in colour. Each part of it signifies a different stage of Cox’s

musical career. It was directed by Kola Ogundipe, the St Luke’s art

director best known for the agency’s Radio 1 press work, who is also a

part-time DJ. The production company was Alchemy.



Andrew Edell, managing director of Edell Records, said: ‘St Luke’s was

offering more creative time than we’d normally get. It understood Carl’s

history and Kola was a perfect match for him.’



The agency hopes that the video will be shown on the Chart Show and MTV.



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