An Oldie,
But a Goodie

Brand Strategy
Campaign Strategy
Art Direction
Campaign Concepting
Campaign Production
E-Commerce Design

Creating a worldwide cultural moment is not easy. But one can honestly say this was probably the drop the mic moment professionally.
With sales in main business staples jeans and underwear falling dramatically and smaller premium brands driving the market, Calvin Klein needed something big to restore them as a leader in the denim space. Recognizing Calvin’s target customer was going through a massive 90’s revival, David and his team at Wednesday looked to reinvent and modernize the classic Marky Mark campaign from 1992 for a new audience. A campaign that helped CK become the number 1 denim brand for over two decades.

Tapping pop-star Justin Bieber and legendary model Lara Stone for the campaign,
the effect was sensational. The campaign not only created incredible press, internet arguments
over retouching abs, and boosted sales beyond expectation, but was also the catalyst for
Beiber's perceived evolution into an adult artist.

The campaign received the ultimate cultural accolade when it was parodied
on Saturday Night Live.

As a separate project, a 360 integrated campaign was created with a limited media budget for the launch of CK’s new bra, Push Positive. The objective of the campaign was two-fold, requiring a creative solution that married the technical features of the product with a look and feel true to the Calvin Klein aesthetic.

The campaign launched with a viral video that garnered 11 million views on YouTube. A supporting iPad App, launched in-stores, provided customers with the opportunity to explore the technology behind the product along with the benefits it delivered on figure.
Users could select their chest size to explore the product lift and comfort through custom created, interactive assets. The Push Positive campaign was deemed one of the brand’s most successful digital programs ever. All above the line media was produced in partnership with Steven Klein.