Calvin Klein
Client
July 2021
date
+ New Product Development
+ Market Research & Insights
+ Brand Identity
+ Brand Strategy
+ Naming & Brand Positioning
+ Campaign Talent Selection
+ Primary & Secondary Packaging Design
deliverables
I partnered with Calvin Klein to create a new male-facing product from the ground up. Conceptualizing Calvin Klein Defy as more than a fragrance; it's an invitation to break boundaries and challenge expectations. The result is a bold new product with a powerful call to action: Dare to Defy.
dare to defy
Branding & PAckaging
Fresh. Masculine. Addictive. CK Defy is a daring contrast of invigorating freshness and powerful woods. The minimalist bottle blends curved and sharp lines, with a texture that pays homage to Calvin Klein jeans. The campaign, starring Richard Madden, was based on insights into the modern Millennial man, who is exploring his authentic self and facing self-doubt. The launch rolled out across North America, Spain, and the UK across TV, digital, and social platforms.
Fresh. Masculine. Addictive. CK Defy is a daring contrast of invigorating freshness and powerful woods. The minimalist bottle blends curved and sharp lines, with a texture that pays homage to Calvin Klein jeans. The campaign, starring Richard Madden, was based on insights into the modern Millennial man, who is exploring his authentic self and facing self-doubt. The launch rolled out across North America, Spain, and the UK across TV, digital, and social platforms.
Art Direction & Design: April Oberst
Sr. Art Director: MaryJane Capili
Creative Director: Melissa Mak
Marketing, Media, & Production: Coty MJ Team
Campaign Director: Jonas Lindstroem
Campaign: The Style Council Creative Agency
Still Life Photographer: Thomas Legrand
THE CREATIVE
CONTRIBUTORS
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