Tyron Lebon, a London-based photographer, made a series of short films for the AW16 Calvin Klein campaign featuring famous actors, musicians, artists, fashion and social media idols. Ominous, noire, 90’s tv show style ad from CK with singer Frank Ocean is all what an ad should be. One of the reason I chose this specific video, its because it has a different approach towards advertisement. Using dynamic and a mix of artsy visuals, the chosen short film has its unique atmosphere, where the audience does not even realise it has anything to do with a commercial advert. Making the viewer question it, think about it, get confused by it.
It takes a mind to worry.
A conscious to feel ashamed.
But there’s no place to hide out here.
The skies are full of planes.
At the beginning of the ad, the colour scheme plays its role of relaxing/ calming the audience, using pastel colours, like pale pink which gradually turns into darker colours. A well executed combination of using an artist as a catalyst and pairing it with the brand, reaches the mass faster while at the same time being subtle, it does not throw “buy me” in your face. A technique more brands should apply into their strategy, as it gets positive reaction when brands are trying to make an emotional link with consumers.
YouTube. (2016). I Frank Ocean in #mycalvins – Calvin Klein Fall 2016 Global Campaign. [online] Available at: https://www.youtube.com/watch?v=G6r7a17NBSI [Accessed 6 Jan. 2018].
Dazed. (2016). The most spellbinding fashion films of 2016. [online] Available at: http://www.dazeddigital.com/fashion/article/34117/1/the-most-spellbinding-fashion-films-of-2016 [Accessed 6 Jan. 2018].
Fenner, J. (2016). Frank Ocean Comes Out of Hiding for Calvin Klein’s Fall 2016 Campaign. [online] GQ. Available at: https://www.gq.com/story/calvin-klein-fall-2016-campaign-frank-ocean-kate-moss-cameron-dallas [Accessed 5 Jan. 2018].