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Spring films arrive from Lanvin, Calvin Klein and David Beckham Bodywear for H&M

It’s been a bit of a week for fashion film releases, with highlights coming in from Lanvin, Calvin Klein and H&M surrounding the spring/summer 2013 campaigns.

 

Lanvin, a firm favourite every season thanks to the genius of creative director Alber Elbaz, has unveiled a spot that seems as though it’s just focusing on the print shoot in action. The models are each seen posing in beautiful surrounds very calmly, before suddenly a Skype call comes in from Elbaz who was unable to get to New York due to Hurricane Sandy.

What follows is highly amusing commentary from him on the “sick perspective” and “beautiful lighting” of the campaign. “It’s very very poetic, very chic,” he says. “There’s something very Californian about [it]… You know I’m still at the office. I feel I’m in a dream, I feel I’m in a cloud.”

 

Calvin Klein meanwhile, followed its Super Bowl underwear spot with the rest of its spring/summer campaign. Actor Alexander Skarsgård and model Suvi Koponen both star in its film, Provocations, which sees the men’s and women’s Calvin Klein Collection, ck Calvin Klein and Calvin Klein Jeans brands all brought together for the first time. There are three variations of it available: 10 minutes, 60 seconds and 30 seconds (above).

Shot on location in California by Fabien Baron of Baron + Baron, it focuses on recurring elements of fire, air and water as the pair are seen in a variety of “sleek, architectural settings to dark and mysterious milieus”.

 

And H&M roped in film director Guy Ritchie to shoot David Beckham in his first video spot for the retailer. The ad sees Beckham chasing after his family car after his bathrobe gets stuck in the door. As he runs / jumps / swims through the Beverly Hills neighbourhood he continues to lose other items of clothing remaining in just the boxers from his Bodywear line.

“David makes the perfect leading man,” said Ritchie. “For me this felt more than a campaign; it was like directing a short film.”

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Calvin Klein to reveal interactive digital challenge for new fragrance

Calvin Klein is set to launch an interactive digital campaign to help celebrate the release of its new men’s fragrance, Encounter Calvin Klein, this September.

“Dare to Encounter” as the initiative is called, encompasses a virtual journey and a series of challenges for users to unlock and engage with on a dedicated website.

Fronted by True Blood actor Alexander Skarsgård, who was announced as the face of the scent in June, it follows a tale of desire with the brand’s other campaign star and supermodel muse, Lara Stone.

It uses animated GIFs (as shown) to “capture moments from the television advertising shoot and bring them to life in an unexpected way”.

All those who complete the challenge will be granted access to watch the Encounter Calvin Klein short film, and be entered into a prize draw.

The campaign was created by Fabien Baron of Baron + Baron, alongside Calvin Klein’s in-house advertising agency CRK, and interactive media and technology agency AKQA.

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mobile social media Uncategorized

Calvin Klein launches biggest digital initiative to date with ck one lifestyle campaign

Teasers for the all-new ck one lifestyle line from Calvin Klein were released today.

Conceived by consulting creative director Fabien Baron of Baron + Baron, the launch campaign marks the company’s largest digital initiative to date.

Based primarily on a series of interactive videos, the initiative begins with a new website at ckone.com where users will be able to not only engage with content from the brand, but also upload their own.

A facility to submit and tag videos will be integrated, with posts positioned alongside content from the campaign’s cast members in a bid to make consumers feel as involved as possible with the brand.

“This is an important global multi-product launch and represents the company’s largest digitally-focused campaign to date,” said Tom Murry, president and CEO of Calvin Klein, Inc. “The emphasis on social media and the interactivity of this campaign serve to redefine the ck one brand for a new generation. The creative is exciting and strong and the multi-prong platform is on target to reach a younger demographic, while remaining true to the legacy of the iconic ck one brand.”

The line itself incorporates underwear, denim and swimwear inspired by the iconic unisex fragrance of the same name.

The ads are fronted by model Lara Stone, who is the face of the company across its various brands. Joining her are a variety of other young models, musicians, actors and sports stars including Alice Dellal and Abbey Lee Kershaw, boxing champion Robert Evans, and dancer Jackson Blyton Megran.

It was shot by Steven Meisel, who can also be credited with creating those infamous ck one fragrance ads starring Kate Moss and Marky Mark in 1994.

Kevin Carrigan, global creative director of Calvin Klein Jeans and ck Calvin Klein, said: “Mark and Kate were just young kids then and we wanted the same feel. We wanted to show how diverse the collection is when worn by different people, so we took one jean, one shirt, a great grey T-shirt; classic American basics, and gave them to these cool kids.”

“We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection,” Carrigan told Vogue.com. “The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size – it’s a play on proportion and androgyny. Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own. It’s the personalisation of fashion – and the campaign is really just a reportage of them trying the clothes.”

The full reveal of the campaign takes place from March 1, while in the meantime fans are encouraged to become fans of Calvin Klein on Facebook to be kept up-to-date with more information.

There’s also a mobile app, which will integrate video and social media as well as the use of augmented reality to enable further access to content such as from behind-the-scenes.

And if you’re in one of a dozen or so major cities around the world, it’s also likely you’ll spot the campaign on one of numerous LED billboards.

The print version of the campaign, created from stills of the videos, will debut in April magazines, and for the first time be globally enabled with AR technology.