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.