be one. be all. just be.
Rebooting an iconic fragrance. Over twenty years ago, ck one debuted as a groundbreaking unisex fragrance and went on to define the aesthetic of that decade’s youth. Inspired by the visual language of Nineties music videos, we created the digital launch campaign for what became the biggest push for the brand since its notorious introduction.
We created all of the assets for the campaign, including the iconic bottles, from scratch. Basing the creative off the accompanying print campaign (shot by Karl Kleiner), we found an approach that brought the existing creative into a pure product universe. We modeled the bottles in 3D, shaded, lit them and then animated a series of collisions, juxtapositions and reveals. We used over 30 assets to create cutdowns and edits for Twitter, Snapchat, Instagram, Facebook, and display advertising.
Here are the early motion prototypes I did during the concept phase.
On the left side: an ode to the history of ck ads. We wanted to project clips from Harmony's brand film onto a 3D bottle. We created teasing close ups of the product to create a distorted, hard cutting sequence as his indelible imagery warps and redefines itself around the curvature of the bottle. On the right side, another exploration based on the unisex fragrance.
Client — Calvin Klein
Digital Agency — Stink Studios
Executive Creative Director — Ben Hughes
Art Director — Thomas Pregiato
Lead Motion Designer — Anthony Meric
3D Artists — Anthony Meric, Harry Thompson