Charles Atlas Lenses Calvin Klein’s 2015 Global Marketing Campaign
By Olivia Pentell | Impressionist
The marriage of fashion and art continues to make strong bonds this season as Calvin Klein Collection has teamed up with inventive photographer and artistic filmmaker Charles Atlas for their latest 2015 ad and video campaign.
Atlas is widely credited as a pioneer in the creation of media-dance and his film work has been shown at the Whitney Museum of American Art and the Museum of Modern Art in New York; the Musée National d’Art Moderne Centre Pompidou in Paris; and the Institute of Contemporary Arts in London.
Collaborating with an art luminary like Charles Atlas deepens the brand’s connections with the art world. Infusing Charles’ stylistic approach with Francisco and Italo’s collections enabled us to produce visuals that are not only beautiful, but unique and truly memorable.
Memorable indeed, as Atlas’ mesh of video and performance art saturates the Calvin Klein campaigns, featuring models Grace Hertzel, Filip Hrivnak, Tami Williams, Maartje Verhoef and Otto Pierce. The result is two distinct videos – womenswear, projecting a flirty ’60s mod influence, and menswear – more stoic and ‘geometric’, using connecting lines and shapes attached to the male models and their movement.
Calvin Klein’s Women’s Creative Director, Francisco Costa, and Men’s Creative Director, Italo Zucchelli, worked extensively with Atlas to communicate their vision of their collections with Atlas, bringing unity to the campaign via his art direction.
Women’s Creative Director | Francisco Costa
Men’s Creative Director | Italo Zucchelli
Agency | CRK (Calvin Klein In-House)
Creative Director | Melisa Goldie
Photographer | Charles Atlas
Models | Grace Hertzel, Filip Hrivnak, Otto Pierce, Maartje Verhoef and Tami Williams