Calvin Klein x UO:
I Austin in #mycalvins
While acting as Executive Creative Director, I led the UO Creative Marketing and Brand Imagery teams in the development and execution of the creative campaigns for our multi-year partnership between UO and Calvin Klein. Our goal was to make Urban Outfitters the top-of-mind retailer for Calvin Klein customers aged 18-28.
We launched our strategy of highly recognizable imagery, social media coverage, and influencer seeding in Fall 2015. Partner assets merged with UO product photography across digital platforms, e-commerce sites, and retail shop-in-shops to bring about about a relevant lifestyle context to the 90's nostalgia-driven collection.
To maximize awareness of the collaboration, we launched our social video channels with Calvin Klein's "I Austin in #mycalvins," a collaborative SXSW activation hosted by Snapchat star DJ Khaled. The collection was promoted via live broadcast from a secret event at Austin's South Congress Hotel, with performances by Young Thug, Aluna George, Empress Of, and Twin Shadow.
Credits + Thanks
DJ Khaled, Young Thug, Justine Skye, Empress Of, Aluna George, Twin Shadow
Creative Director, Brand Imagery
Director of Creative Marketing + Content
Social Media + Video Managers
Lynn Kostelny, AJ Quon, Alayna Giovannitti
Executive Creative Director,
Brand Marketing + Imagery
Joanna Reagan Ewing
Chief Creative Officer