Super-Sunny Calvin Klein Spring ‘09 Campaign
mediterranean — February 13, 2009 — Marketing
References: calvinkleininc & homotography.blogspot
The new Calvin Klein Spring 2009 ad campaign takes the idea of outdoors to overdrive with extremely sunny and bright photography.
The ads were photographed by Mikael Jansson and feature models Gabriel Aubry, Doutzen Kroes, Jamie Strachan, and Cameron Russell.
I like the warmth and softness of the images, I just hope the models wore enough sunscreen to protect their skin from cancer…
Implications - Fashion photographers have always selected locations wisely to push the creative theme of their editorials and campaigns. This photo shoot takes place at a beachside setting, but retouchers have also intentionally overexposed each shot to emphasize sunlight and warm weather. Companies can take advantage of this opportunity by ensuring that post-production techniques enhance the emotion of photographs.
The ads were photographed by Mikael Jansson and feature models Gabriel Aubry, Doutzen Kroes, Jamie Strachan, and Cameron Russell.
I like the warmth and softness of the images, I just hope the models wore enough sunscreen to protect their skin from cancer…
Implications - Fashion photographers have always selected locations wisely to push the creative theme of their editorials and campaigns. This photo shoot takes place at a beachside setting, but retouchers have also intentionally overexposed each shot to emphasize sunlight and warm weather. Companies can take advantage of this opportunity by ensuring that post-production techniques enhance the emotion of photographs.
Trend Themes
1. Overexposed Fashion Ads - Companies can explore using overexposure techniques to enhance the emotion of their fashion ads.
2. Extreme Outdoors Theme - Fashion brands can play with the idea of extreme outdoors theme to attract attention.
3. Soft, Warm Photography - Fashion brands can opt for warm and soft photography to create a unique ambience in their ads.
Industry Implications
1. Fashion - Fashion brands can use overexposure techniques and extreme outdoors themes to create disruptive marketing opportunities.
2. Photography - Photography companies could innovate with the idea of overexposure and extreme outdoors themes.
3. Advertising and Marketing - Marketing and advertising firms can adopt the trend of overexposed fashion ads and outdoor themes to create unique campaigns with a soft, warm photography style.
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