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.

Motion prototypes

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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.

Motion prototypes

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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.

Calvin Klein be one. be all. just be.

Motion prototypes

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Motion prototypes

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Team

Sidewalk Labs Toronto

Sidewalk Labs Toronto