Comfortable. Confident. Calvin.
A group campaign project for Calvin Klein exploring intimacy, comfort, and confidence through a multi-touchpoint advertising strategy spanning photography, Times Square billboards, Vogue magazine placements, social media content, and experiential activations.
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Project Details
Campaign Overview
This group project developed a full-scale Calvin Klein campaign centred on the tagline "Comfortable. Confident. Calvin Klein." The concept explores the relationship between physical comfort and emotional confidence — the idea that when you feel good in what you're wearing, that comfort becomes visible confidence.
The campaign spans multiple channels: original black-and-white photography capturing intimate moments of comfort, a Vogue magazine cover and spread, Times Square digital billboards, bus shelter installations, Instagram posts and Reels content, and a physical experiential activation in New York City with draped fabric installations.
The visual language is stripped-back, monochrome, and deeply intimate — true to Calvin Klein's legacy of provocative minimalism. Copy lines like "It starts with comfort" and "And becomes confidence" anchor the emotional narrative across all touchpoints.
Touchpoints
Multi-Channel Strategy
Original Photography
Black-and-white intimate photography capturing couples and individuals in moments of comfort and confidence.
Vogue Magazine
Cover and editorial spread featuring the campaign imagery with Calvin Klein branding and tagline.
Times Square OOH
Large-scale digital billboards in New York City's Times Square with cinematic campaign visuals.
Bus Shelter Ads
Street-level placements in high-traffic urban areas, bringing the campaign to everyday spaces.
Social Media & Reels
Instagram posts and short-form video content, with behind-the-scenes Reels for organic engagement.
Experiential Activation
Physical installation with draped silk fabric in a public space, creating an immersive brand moment.
Reflection
Key Takeaways
Collaborated in a team to develop a cohesive multi-touchpoint campaign for a globally recognized fashion brand.
Explored the intersection of photography, editorial design, and environmental advertising at a professional scale.
Developed experiential marketing concepts that extend the brand narrative beyond traditional media into physical spaces.
Strengthened skills in pitch deck creation, campaign storytelling, and presenting a unified creative vision to stakeholders.