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We created a magical world inside an underground parking structure based on the album artwork and music for Clean Bandit, drawing influences from the album cover, utilising the glass shapes, mirrors and trees. This world needed to wow the fans as they entered, completely transported into a 'Clean Bandit world',

Responding to social media calls to appear as extras in a short film to accompany the electronic pop group’s debut album, New Eyes, over a hundred turned up to warehouse venue, The Laundry. After donning our bespoke Clean Bandit-styled outfits and special makeup, the passionate throng was then left disappointed as a video message from the band was played apologising for not being able to attend.

However, as fans were filmed roaming the customised set for what they thought was a series of simple crowd shots, the band suddenly rolled up in a brand new Kia Soul Mixx – cue dropped jaws and ecstatic delight as each member emerged for meet and greets before taking to the stage to perform a thumping six-song set.

The entire event was staged and filmed by LoveLive for the second episode of The Shhhow by Kia, a video series on YouTube – conceived and produced by Show Cobra, LoveLive’s US creative agency – that sees amazing artists shock the world with jaw-dropping live performances in unexpected locations. Episode one of The Shhhow, featuring US rockers Weezer in Venice Beach, California, is also available for viewing on Kia’s YouTube channel.

Our idea was to transform a portion of the sterile and stark cement structure into something organic, explosive, wild and lofty, not as claustrophobic. It’s as if nature has broken free and has organically sprung forth. Through elements such as projection mapping, translights, white LED panels and mirrors, we created a feeling of infinity, an large area that was moodily lit, but evenly with plenty of open white space. Once elevating the venue into something more ethereal; plants, mirrors and lighting were added to drip and break free into the space, falling out of frame, hanging from the ceiling, on many levels for tracking through. The effect was a focus-lit diorama with a ‘snow globe’ effect; nature erupting from the concrete, hidden away and discovered by our crowd.

LoveLive Agency Feedback

The brief:

As part of Kia’s sponsorship of the YouTube Music Awards last year, the car brand tasked Show Cobra, LoveLive’s US creative division, with delivering a global music video content strategy designed to attract and engage new younger audiences, while generating online buzz in the months leading up to event.

For Kia, the goal of the campaign was to make a younger audience aware of Kia's presence in the auto marketplace.

In response, Show Cobra developed a series of compelling and original music programming formats that aired monthly on Kia’s dedicated branded music YouTube channel. These included The Shhhow, a video series that sees amazing artists shock the world with jaw-dropping live performances in unexpected locations, and Re-Discovered, a show that sees music's freshest breakout stars cover iconic jams from the past, with a twist: The original artist surprises them in the studio for a chat about music and the original hit.

The London episode of The Shhhow featured a surprise performance from electronic pop foursome, Clean Bandit, that shocked and delighted a select group of superfans in equal measure. LoveLive staged and filmed the entire event, and to really raise the wow factor of the exclusive gig they enlisted the unique creative skills of Blair Barnette.

The creative idea:

The show coincided with the release of Clean Bandit’s debut album, New Eyes, so Blair and the LoveLive team decided they needed to create a special experience that, not only celebrated its launch, but also thrilled and rewarded the band’s most hardcore fans in attendance.

The Laundry venue in East London was chosen as the perfect location to stage the secret show, and Blair set about transforming the empty warehouse space in a magical and completely immersive jungle world, inspired by the artwork of the group’s album cover. Now, all that was missing was the fans.

Responding to social media calls to appear as extras in a short film to accompany the new album’s release, over a hundred turned up to The Laundry. After donning matching Clean Bandit-styled outfits and special makeup, the passionate throng was then left disappointed as a video message from the band was played apologising for not being able to attend.

However, as fans were filmed roaming around and enjoying the customised set for what they thought was a series of simple crowd shots, the band suddenly rolled up in a brand new Kia Soul Mixx – cue dropped jaws and ecstatic delight as each member emerged for meet and greets before taking to the stage to perform a thumping six-song set.

Evidence of how the idea was received by the target audience e.g. number of views, increase in visitors:

The campaign was a huge success with massive levels of engagement across all Kia’s digital. For the Clean Bandit videos alone, there was a combined total views of 6,698,562.