Calvin Klein Performance
The concept was to draw attention to Calvin Klein's line of athletic wear. They'd already established the social media hashtag, #CalvinKleinPerformance. The next step was to draw attention and raise public awareness of this new clothing line. This would serve as an attention-grabber, or a first impression.
The singular idea behind this campaign was movement. I conducted a photoshoot with two women sporting Calvin Klein activewear, with backgrounds showcasing movement. The contrast between the backgrounds in motion and the subjects still, sends the message that our world is constantly moving, but it's important to stop and appreciate what we're wearing. This completes the goal of drawing attention to the clothing itself.