Comfortable.
Confident.
Calvin Klein | Third Year | Art Direction and Photography | Group Project
It starts with comfort. And becomes confidence.
The Thinking
Target Audience
Gen Z consumers who see right through aspirational luxury
Key Insight
Comfort is the foundation of confidence. Not a result of it.
Channel Rationale
Intimate photography plus OOH so we meet them in their private moments and their public ones at the same time
Watch the Story
The campaign film that brings it all together.
The Work
A multi-touchpoint campaign spanning print, social, OOH, and experiential. Every piece built around one idea: comfort leads to confidence.
Magazine Spread + Vogue Cover
Instagram Carousel Campaign
Full Campaign Overview
The Timeline
From concept to campaign in 6 weeks. Here's how we got there.
Research & Concept
We studied Calvin Klein's visual heritage — the iconic black and white photography, the minimalist aesthetic, the focus on the human form. From this research emerged our core insight: comfort is the foundation of confidence.
Art Direction
We developed the visual direction: stark black backgrounds, soft silk fabrics, intimate compositions. The silk blanket became our central motif — representing both physical comfort and emotional security.
Photography Shoot
A full day in the studio with our cast and crew. We shot over 500 frames, focusing on authentic moments rather than posed perfection. The Renaissance-inspired group composition was our hero shot.
Post-Production
Converting to black and white, adjusting contrast, and ensuring every image felt cohesive. We selected the strongest frames and began laying out the campaign deliverables.
Campaign Rollout
Final delivery of all touchpoints: Vogue magazine spread, Times Square OOH, Instagram carousel, Reels content, and experiential activation concepts. One message across every channel.
The Real Story
Our photographer never sent us the final edited photos. Days before the deadline we had no usable images.
I had backed up the raw files before leaving set, so I stepped in and personally edited every photo myself.
The campaign shipped on time with a fully cohesive set of finals that I controlled end to end.
The team had no video editor and communication with our art director kept breaking down.
I reached out to a friend in Vegas who agreed to cut the promo film with me remotely.
We pulled together a cohesive campaign video despite the distance and the friction.
No studio booth was booked and we had only three members on a project built for four.
We improvised the entire shoot on the spot, found an available space, and worked twice as hard.
We delivered a full campaign that held its own against teams with bigger rosters.
On Set
A look behind the camera. The moments between the moments.
Setting the scene
