The cinematic Spring/Summer 2018campaign for Calvin Klein’s 205W39NYC represents American horror juxtaposed with the American dream, intrigue, and beauty.
Involvement: Account Management, Production, Partner Management, Brand Strategy, Integrated Marketing
Objective: In 2016 Raf Simons took on the role as Chief Creative Officer at Calvin Klein and has since refreshed the brand with his own spin on Americana. The business was seeing a significant rise in sales at about 23%. To further build upon this success, Calvin Klein came to Lloyd&Co. with the ask to partner with them and Raf for two reasons:
-- To translate Raf’s vision into an integrated global advertising campaign
-- To develop a brand strategy and creative direction that would unify facets of the business to consumers
Solution: I worked closely with the creative team at Lloyd&Co. to develop a campaign that brought Raf’s vision to life, while maintaining Calvin Klein’s business goals.
I worked extensively with Lloyd&Co. and Calvin Klein's production teams to execute the Raf approved creative direction and managed the release of retail, digital, and social assets.
More than 20 models were photographed in and around a weathered barn. The cast wore runway looks from the ongoing collaboration with The Andy Warhol Foundation for the Visual Arts, and carried accessories and objects created by Simons’ longtime collaborator, artist Sterling Ruby.
Also depicted were a selection of the vintage, one-of-a-kind quilts which have become a key motif of Calvin Klein since Raf Simon's role as Creative Director. Together, this visual vocabulary defines the brand’s perspective for a New Americana.