![]() Adds Murac: “Chika wrote the lyrics for her video and as we were filming she made me cry. “I think she’s one of the most inspiring people I’ve ever met,” says Lindstroem of Oranika’s spots, including one where she delivers a poem and another when she’s sprawled out on a couch. “We tried to use our time to really craft each idea individually because that was important to me.” Lindstroem points to the rapper Chika Oranika as a highlight. “We shot two films per celebrity, which is four films a day jumping from scenario to scenario and idea to idea,” says Lindstroem. It was quite a joy to develop these films together.”Īfter over a month of preparation, the campaign was captured over five short days in mid-February. They came with a clear idea of what they wanted, but how to give it life and shape it all was a really open process. “We’d go back and forth fine tuning, trying to give the whole project all of these different layers while still unifying it with a visual approach. What does gender and sexuality mean now and how does it translate to the brand? I was excited to push it all further.” With the gargantuan task of crafting 22 scripts, Lindstroem says he and the team collaborated on at least double that amount, which provided a creative playground for the director. ![]() “My perspective as a director is to continuously reshape and bring it all into our current time. “First of all, it was exciting because Calvin Klein is a brand like no other,” he explains of the company’s storied history. Lindstroem is no stranger to high profile gigs (he directed campaigns for Hermes and Beyonce’s Ivy Park, as well as Kendrick Lamar’s video for “Element,” after all), and he dove into brainstorming with Calvin around late December of last year. “They made this campaign what it is, some by being front and center with their personal narratives that haven’t been given much of a platform in traditional media, and others who are already well-known but revealed a very personal, raw side that they’ve never shown.” “The cast for this campaign was chosen for their talents and the ability to be honest with themselves,” says Murac. ![]() To me that is the most important.”Ĭalvin attracted an A-list roster of musicians for this campaign, but that’s nothing new for the brand It’s a tradition dating back to Mark Wahlberg’s now-iconic 1992 turn as a Calvin model (back when he was best known as rapper Marky Mark) and extending to 2017, when a tattooed Justin Bieber donned the famous underwear. It is moving to see its content all over the Internet, but also to see the conversation it has evoked. Because of that, the campaign resonates with so many different audiences. “This campaign is such an important moment for the brand,” says Cedric Murac, Calvin Klein’s executive vice president of global creative. To that point rather than clogging up inboxes with another “business as almost normal” mailout, we thought it’d be more useful to give some pointers on the best way to film yourself with your phone, iPad or any other device.Shawn Mendes Gets 'Vulnerable' & Strips Down in New Calvin Klein Campaign: See Exclusive Pics For that reason my hope is that we and the many other brilliant companies in our space, will weather these months in a sea of user-generated content. What’s true of us as individuals – a need to check in with each other more – is just as true of our biggest clients. What’s interesting is seeing how companies are now talking to and with their people. Video assets in whatever resolution are the life blood of Quite Frankly and as long as we’re not talking terabytes of footage, it’s not unreasonable to distribute them around our network. Cloud services like Adobe Creative Suite can be accessed anywhere and as long as the hardware is up to it, there’s no reason why editors can’t continue to create from the comfort, or confines of their home! Thank the gods of production for fibre broadband, where after years of playing catch up, most of us enjoy reasonable speeds and can up and download without too much delay.
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