Picture the scene. It’s late August 2020. You’re sat in the summer sunshine, enjoying record temperatures. You might even have an ice lolly in hand. Or a beer. COVID who? Life is good.
But what’s that? An email notification? You reach over to your laptop, squinting through the blinding light, and see an email from the wonderful people at ASOS. They’ve got a brief with a 48-hour turnaround, and want to know if you’re the right agency for the job.
Sounds ridiculous, doesn’t it? Well, that’s exactly what happened to the Komodo team.
The brief was simple, and came in two parts.
Part One: Source and contract headline talent for the re-launch of two ASOS ranges; men’s range, Dark Future, and women’s range, Luxe.
Part Two: Once the talent was selected and secured, produce two campaign shoots for each range, delivering a variety of assets for use across a multitude of channels.
Time was of the essence, so our talent team put down their Magnums and got to work right away – providing ASOS with a plethora of options for the face of each range. Luke Trotman was selected to be the face of the Dark Future range, and our very own Sarah Ashcroft was chosen as the new Luxe queen.
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Alongside the talent team’s efforts, our production team were working flat out to source the best possible locations for each shoot. With shoot dates set in the brief, we were working to a hard deadline, which meant some locations were ruled out due to availability. After a solid 36 hours of gruelling pre-production, two locations were signed off by the ASOS team. Dark Future was to be shot at Bullman’s Shipyard in Barking; a 16-acre active shipyard, with over 40,000 shipping containers stacked 50m high. The chosen Luxe location was a colourful art-deco house in Streatham, complete with sweeping archways and brightly coloured rooms at every turn.
In addition to working on locations, our production team were also building out a best-in-class crew for both shoots, as well as sourcing equipment, kit and a whole host of other requests from the ASOS team.
As the sun rose on the first shoot day, the temperature was already well into the mid-20s. The crew gathered in Barking (socially distanced, of course) and began making magic on what turned out to be the hottest day of the year so far. Shooting stills and video simultaneously always presents challenges, but the heat definitely added to those this time round! With the occasional giant forklift swinging the containers overhead, the scene was really quite something. A vintage 1992 BMW 320i was the cherry on top of the (very melted) cake, topping off a brilliant shoot with a top team.
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Two days later, the team were back at it again in Streatham, shooting the Luxe range. The temperatures continued to rise, making shooting indoors a very toasty experience indeed This time, our girl Sarah effortlessly showcased the range in a house described as ‘Instagram heaven’. With each room bringing a completely different theme, from a bonze bath tub to a pink lounge with palm trees, the team battled against the rising temperatures to pull off another killer campaign shoot. The addition of 10 industrial fans to keep everyone as cool as possible definitely helped.
Once cut was called, the hard work continued. Our production team immediately switched into post-mode, gearing up to deliver hundreds of assets to the ASOS team ahead of the ranges launching the following week. With the images retouched and video edited in record time, the team set about re-sizing content for a variety of website banners, paid media ads and e-commerce galleries.
With every asset delivered on time, seven working days after the initial brief arrived, ASOS launched Dark Future and Luxe to a global audience, with the help of a huge influencer campaign from the Komodo talent team. Komodo commissioned over 60 influencers across the UK in order to create content and promote the collection with the goal of building awareness and driving sales. We activated top influencers with an exceptional engagement rate, audience and who fit the brief aesthetically to help us communicate the new range launches in this market.
The launch boasted overwhelming success, with a total reach of over 33 million users, exceptional engagement and soaring sales.
Quickest turnaround in Komodo history. Boom.