Picture Farm’s Toddy Stewart helped Ryan put his vision together in edit bay, crafting the film that would showcase
“…the endless possibilities of modern connections between two people. We are targeting a new generation that values authenticity and fluidity in their everyday lives, and ck2 encapsulates this in every facet of the brand, whether via the scent, packaging, or campaign creative.”
For this campaign, McGinley, who is known for his portraits of naked youth in rural America, has shot a group of young people including Instagram It-kid Luka Sabbat, Sung Jin Park, model twin sisters Kelsey and Baylee Soles and new face Erin Eliopulos.
McGinley looked further afield than his usual US backdrop, taking the group to Puerto Rico. The film follows the stories of four young couples (straight and gay) as they do various things including jumping off a pier, dancing around a bonfire, flashing oncoming traffic and riding around on a motorbike.
The fragrance itself is not described as gender-neutral but as “gender-free”. It’s “a new gender-free fragrance for men and women that embodies the thrill of life” the brand explains, proving that it’s keen to communicate with the millennial generation by capturing their attitudes, as much as their love lives.
“In launching their second gender-free fragrance, Calvin Klein is excited to announce ck2.
ck2 is a dual-faceted scent that balances the urban with the natural and fresh that begins with the unexpected combination of wasabi, mandarin and violet leaf. Wet cobblestones and concrete accords are mixed with orris root and rose absolute and placed on the woody base of vetiver, sandalwood and incense.
In an effort to reinterpret minimalism, the thick glass cylindrical bottle is set in a clear base that allows the fragrance to be viewed either upside down or right side up. The minimalist design continues on the outside packaging, which is simply a drawing of the bottle inside.
The ck2 advertising campaign was shot by acclaimed photographer Ryan McGinley, whose unapologetic, controversial and real vision perfectly complements the spontaneity and thrill of ck2.
The advertising creative features four stories that fold into one another in unexpected ways, creating authentic echoes between glances and the kind of lust or attraction couples can provide. Against the backdrop of urban and natural settings, four couples play out the free spirited, raw and passionate narratives of today’s youth. The meaningful connections emphasize the thrill of life shared by two people and magnify the uniqueness of each relationship in our lives shared through a tapestry of experiences and emotion that ultimately define who we are.”