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DFS: The Art of Luxury Leather by krow Group

Agency: krow Group
Client: DFS
Date: Sep 2020
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DFS has launched Halo Luxe – an exclusive high-quality leather range of sofas and chairs. The campaign, called ‘The Art of Luxury Leather’, has been made by independent creative agency Krow.

To convey the sheer pleasure of touching a Halo Luxe piece, the film at the heart of the campaign shows a woman’s hand stroking the luxurious, artisan leather. Abstract images evoking the warmth and richness of the experience are intercut, leaving viewers wanting to climb through the screen to lose themselves in the luxurious comfort offered by Halo Luxe.

The campaign is backed by digital out-of-home and press activity, showing

images of Halo Luxe furniture in beautiful and inspiring luxurious living rooms. There are also in-store materials and a radio campaign. Media planning and buying is by Mediacom.

‘The Art of Luxury Leather’ is the latest work from krow created to highlight DFS’s credentials as the stockist of quality, stylish, handmade seating. It is the only sofa company to have been awarded a British Standard Kitemark.


Creative Directors Darryl George and Jon Mitchell

Art Director Jon Mitchell

Copywriter Darryl George

Planning Director Aileen Ross

Senior Account Director Felicity Pelly

Agency Producer Rebecca Forrester

Director/Production Co Yoni Weisberg/Chief Productions

Producer Nick Crossley

Editor Yoni Weisberg

Post Producer/Post House Ben McFarlane/Chief Post

Colourist Paul Willis

VFX Artists Mathur & Marjolaine Lebrassuer

Music Composition Max Perryment

Sound Design Steve Isaac

Media planning/buying Mediacom