Unifying the Identities of Three Brands

The approximately 10-minute short film, "Provocations," was produced in collaboration with Fabien Baron, Creative Director of Baron + Baron, and Calvin Klein's in-house global marketing advertising agency, and filmed in California. Starring alongside the print campaign are actor Alexander Skarsgård and model Suvi Koponen, depicted as characters on a complex journey into a dark, mysterious world through a sophisticated, architectural set.


The film is structured into three episodes, evoking the iconic mood of the Calvin Klein fashion house, and introduces all three brands through original, unified narration.
Throughout, imagery of fire, air, and water is recurrent, emphasizing the strong connection to nature that is common to each brand's design aesthetic. The sensual and provocative visuals capture Calvin Klein's philosophy of modernity, strong ideas, and innovation towards new principles.


Supporting the film, unified visuals have also been produced for print and outdoor advertising, set to roll out globally on a large scale.


"By showcasing all three brands in one cohesive campaign film, we can communicate Calvin Klein's comprehensive vision to consumers in a meaningful and impactful way," said Tom Murry, CEO and President of Calvin Klein. "We aim to emphasize the synergy between the brands and reveal the perfect modern lifestyle that Calvin Klein proposes."


Now available on YouTube and YouKu.