Derived from the Spring/Summer 2018 Calvin Klein 205W39NYC campaign, iconic elements of America thread together the global Calvin Klein programs for a cohesive creative direction and brand strategy.
Involvement: Account Management, Production, Brand Strategy, Integrated Marketing
Objective: Calvin Klein tasked Lloyd&Co. to create an overarching concept that allowed all programs within the business to feel connected and unified as a brand.
The Calvin Klein programs included: Main Label, Jeans, Underwear, Watches and Jewelry, and Performance.
Solution: Through Raf Simon’s vision, I worked with the Lloyd&Co. team to develop a nostalgic story of America and key visual elements that would become a reference for the creative direction and communication of all Calvin Klein programs such as, barns, outdoor fields, high school gyms, and retro cars.
I worked extensively with Lloyd&Co. and Calvin Klein's production teams to create campaigns for all of these programs that reflected the iconic and Raf-ified version of America, and to release retail, digital, and social assets.