How do you bring a tried-and-true brand’s fragrances to life for key holidays? Our answer: a series of elegant, whimsical animations and stills created for social media.
Collaborating with photographer Claire Benoist, we created four different sets of assets for Calvin Klein to use in celebrating the Valentine’s Day. National Fragrance Day, Mother’s Day, and Father’s Day.
- Visual Design
- creative Direction
- Photo production
For Valentine’s Day 2019, we were inspired by the brand’s incorporation of iconic Andy Warhol imagery and the recent display of the artist’s “Shadows” collection at the 205 W 39th Street headquarters. We put together a series of stills and animations for their signature fragrances and the pieces were featured on the @calvinklein instagram account for the holiday distributed to various markets across the globe.
The resulting pieces played more to the sensual nature of the brand, and we were awarded a C2A Honorable Mention for Social Media Content for the work.
National Fragrance Day
To celebrate National Fragrance Day (March 21st), we created assets incorporating all four highlighted fragrances (Women, Euphoria, Eternity, and CK One) – each with its own color story – in a single horizontal layout. These were used as a carousel unit and individually as animations to celebrate the day.
Our Mother’s Day campaign highlighted the brand’s gift-box packaging to create custom content for Calvin Klein Fragrances’ various verticals: Calvin Klein Women, Women EDT, Euphoria, and Eternity Fragrances. The results were simple, playful and elegant to pay homage to the moms in all of our lives.
Father’s Day, again, channeled in-store collateral through repetition of the black ribbon used with gift sets. We expanded on the theme by shooting both visuals for in-store promotional displays, as well as assets for social media which showcased the range of the Eternity for Men line, including the Signature fragrance, and the Flame, Aqua, and Air variants.
“I have worked with Compose[d] on numerous projects over the years while at Estée Lauder and Coty for high profile brands such as Tommy Hilfiger, Tory Burch, Marc Jacobs and Calvin Klein – and they are by far one of the most creative, reliable, and congenial agencies I have ever worked with.
Our projects weren’t always the easiest to navigate, but Jason and his team did so with ease while being conscious of budget constraints and flexible with internal politics/approvals. I so loved working with the team and remain in touch with them to this day as not only colleagues, but now friends!”
-Shanna Weinblatt, Global Digital Senior Director | Calvin Klein Fragrances