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.
What We Overcame
Every project has its hurdles. Here's what we learned along the way.
Photographer Didn't Deliver
Our photographer never sent us the final edited photos. We were facing a complete project disaster with no usable images days before the deadline.
The Save
I had backed up the raw files before leaving set — originally to help lighten the photographer's workload. That foresight saved the entire project. I personally edited all the photos myself.
No Video Editor + Communication Breakdown
Our team had no video editor. On top of that, communication difficulties with our art director made coordinating the promo video nearly impossible.
The Save
I reached out to a friend in Vegas who agreed to edit the campaign video. Despite the distance and communication hurdles, we pulled together a cohesive final film.
No Location + Understaffed Team
The photographer never booked a studio booth. We also had only 3 members on a project designed for 4 — while every other team had full rosters.
The Save
We improvised the entire shoot on the spot. Found an available space, made do with what we had, and worked twice as hard to compensate for the missing team member.
On Set
A look behind the camera. The moments between the moments.
Setting the scene
What I Learned
This project pushed me in ways I didn't expect.
Art Direction at Scale
Learning to maintain a consistent visual language across print, digital, OOH, and experiential touchpoints. Every piece needed to feel like Calvin Klein.
Photography Direction
Directing intimate photo shoots that capture real emotion. Understanding how lighting, composition, and moment work together to tell a story.
Platform-Native Design
Designing content that feels native to each platform — Instagram carousels, Vogue spreads, Times Square billboards — while staying true to one campaign.
Team Collaboration
Working with a team to bring a unified vision to life. Learning to give and receive feedback, iterate together, and present as one voice.