OUR FAMILY. #MYCALVINS is a global, social driven campaign that follows the iconic #MYCALVINS movement. The concept celebrates authentic groups who share a unique relationship, featuring Solange, Kelela, A$AP Mob, Kaia and Presley Gerber, The Kardashian/Jenners, Millie Bobby Brown, and more.
Involvement: Account Management, Production, Partner Management, Brand Strategy, Integrated Marketing, Digital and Social Media Strategy, Influencer Marketing
Objective: Calvin Klein asked Lloyd&Co. to create a global, social driven campaign that would revamp the original #MYCALVINS.
The campaign had to be iconic, different, and unifying of Raf’s take on the Calvin Klein brand identity. We knew that the campaign had to feel inclusive and relevant to an eclectic range of consumers.
Solution: I worked closely with the team at Lloyd&Co. to develop a social driven campaign that reimagined the first iteration of #MYCALVINS. We focused on how to shift the hashtag’s global phenomenon from selfies to a statement of togetherness and unity.
As such, we created the idea of OUR FAMILY and defined it as groups who are both related and formed. I worked closely with the creative and strategy team to develop casting for the campaign that represented a universal vision of America, spanning across generations, genres, and cultures.
Through an expansive and integrated campaign, we captured never before seen intimate moments and genuine camaraderie with each family. We set the environment within a barn featuring quilts to reference key visual elements that we defined from Raf Simon’s take on Americana.
We created unique content for each family to feature across all digital and social channels for Calvin Klein, allowing us to develop dialogue with consumers and encourage them to engage by showing us their families.
“Whether you’re related or you bond over shared dreams, family is what you make it. A patchwork of individuals, unified and unbreakable. That's our family. What's yours?”
I led the development of the campaign’s content hub on calvinklein.com, which featured campaign imagery, video, Olapic feed, and BTS. I collaborated closely with Calvin Klein’s eCommerce team to strategize how to best optimize consumer engagement and sales, and collaborated with the team to create a roster of influencers to partner with for our influencer marketing plan.