#MyCalvins

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

The Tension.
Calvin Klein had once defined denim. By the time Wednesday was briefed, sales of its jeans and underwear were falling, and smaller premium labels were setting the pace.

The Insight.
Calvin's customer was in the middle of a full nineties revival, and Calvin Klein already owned the most famous denim campaign of that decade: Marky Mark, 1992.

The Decision.
Reinvent it for a new generation. Justin Bieber, still seen as a performer for a younger audience, and Lara Stone, photographed by Mert and Marcus and directed by Johan Renck, with creative direction by Erik Torstensson.

The Effect.
Calvin Klein gained around 3.6 million social followers after launch, Saturday Night Live parodied the campaign within two weeks, and it is widely credited with recasting Bieber as an adult star. (WWD, CNN)

Push Positive.
For the launch of a new bra, an integrated campaign on a limited media budget married the product's technical features with the Calvin Klein aesthetic. A launch film reached 11 million views on YouTube, and an in-store iPad app let customers explore the technology and fit for themselves. Produced with Steven Klein.

My role. President of Wednesday New York. I led brand and campaign strategy.