*New Campaign
Calvin Klein
CK One Essence
written Amanda Mortenson
Calvin Klein's summer 2024 Ad Campaign, "CK One Essence," is a hypnotic exploration of modern sensuality and timeless allure.
With visionary direction by Ben Keren and the evocative eye of Alasdair McLellan, the new campaign reshapes the CK One legacy, making a fierce declaration for the new era. Alasdair McLellan’s photographic brilliance dazzles as he assembles an eclectic ensemble featuring Abby Champion, Blesnya Minher, Cheikh Dia, Finley Prentice, Kit Butler, Mathilda Gvarliani, Noor Mutsaers, Troy Untalan, and Yenni Schwan. Each model pulses with the campaign's core mantra: intensity for all.
creative direction BEN KEREN
seen ALASDAIR MCLELLAN
styled CAMILLA NICKERSON
casting direction MARK FOLTZ
In a nostalgic nod to the revolutionary 1994 CK One launch, the campaign embraces the minimalist aesthetic that cemented its place as a cultural icon. McLellan, however, breathes new life into this iteration, imbuing it with heightened intimacy and vibrancy. The iconic black-and-white palette remains, but the compositions are tighter, gazes more piercing, and movements more fluid, mirroring a deeper connection to the fragrance's intensified essence.
The genius choice of New Order’s "Blue Monday" as the soundtrack ties the campaign to a musical legacy that spans generations. Thanks to this!
Its pulsating beats and haunting vocals provide the perfect backdrop to the dynamic visuals, amplifying the campaign's sense of urgency and passion.
The models, adorned in Calvin Klein's iconic minimalist threads, move and interact in a choreography that blurs the boundaries between dance and intimacy. Each frame exudes raw emotion and effortless cool, illustrating a world where gender fluidity and personal expression are celebrated.
models
ABBY CHAMPION + BLESNYA MINGER + CHEIKH DIA + FINLEY PRENTICE + KIT BUTLER + MATHILDA GVARLIANI + NOOR MUTSAERS + TROY UNTALAN + YENNI SCHWAN
watch campaign film
The brilliance of this campaign lies in its deft balance of staying true to the original CK One ethos while pushing the envelope to reflect contemporary sensibilities. The fragrance, with its increased concentration, promises a deeper sensory experience, much like the campaign's visuals. It’s a symphony of scent and sight, resonating with the intensity and clarity of modern identity.
"CK One Essence" transcends being just a fragrance campaign, it speaks to a generation that cherishes authenticity, inclusivity, and the power of personal connection. With Ben Keren's creative direction and Alasdair McLellan's sharp eye, Calvin Klein has woven a narrative that is timeless and urgently relevant.
Trends may fade, but the CK One Essence campaign exemplifies the lasting impact of reimagining iconic moments with a minimalist approach. Calvin Klein's latest campaign underscores the brand's commitment to enduring style, demonstrating that true essence and a refined vision have a profound effect beyond fleeting trends.
(c) Calvin Klein seen by Alasdair McLellan