CALVIN KLEIN X ASOS AW22
(CAMPAIGN · A/W · 2022)
(ASOS)
Told through a narrative of heightened senses, unfiltered self-expression and true-to-life experiences, we channel Calvin's iconic energy into honest moments of personal growth, sensuality and intimacy.
Gen-Z are essence seekers depicted through cinematic vignettes and imperfect social approaches which romanticise real-life experiences.
POSITIONING CALVIN KLEIN AS A SUPPORTER IN OUR AUDIENCES LIFE EXPERIENCES.
CREDITS.
ART DIRECTION.
HARLEY COPE
PHOTOGRAPHY.
WILLIAM ARCAND
CREATIVE DIRECTION.
MIKE RAVEN
THE INSIGHT.
SIMPLE MOMENTS
GEN-Z ARE LOOKING TO SHAPE THEIR INDIVIDUAL IDENTITIES OVER TIME.
Our audience aren't looking for the “picture perfect.” Over 70% of Gen-Z say that being true to oneself is extremely important; believing they need more self-expression to live a happy, healthy life.
For them authenticity is everything, and expressing themselves is paramount. We wanted to show Fashion-loving 20-somethings how Calvin Klein is with us for the moments in time which shape our identities.
House of Miyake Mugler - Pride in Progress
TikTok activation
