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Part of the equation was Sorrenti, the Italian photographer and longtime Calvin collaborator who was the eye behind its instantly viral shots of the shirtless Mendes and the actor Noah Centineo. They’re not just standing in front of a green screen.” All of these things really had scale and I think you can see that and feel that.
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“Seeing Kevin for the first time in the flowers was an epic moment, but also how Bella Hadid was so effortless on that horse. “It’s really tricky to single one moment out,” says Lindstroem. That included bringing those aforementioned few thousand poppies into the studio for Abstract, as well as casting a crowd of 300 people for Troye Sivan to float over while Berlin techno blared. Hearing her story and seeing her share it in that way was very emotional and it made me realize that every one of this incredible cast connects in their own way.”Īn overarching goal was to shoot as much as they could without faking any of the imagery. Adds Murac: “Chika wrote the lyrics for her video and as we were filming she made me cry. “I think she’s one of the most inspiring people I’ve ever met,” says Lindstroem of Oranika’s spots, including one where she delivers a poem and another when she’s sprawled out on a couch. “We tried to use our time to really craft each idea individually because that was important to me.” Lindstroem points to the rapper Chika Oranika as a highlight. “We shot two films per celebrity, which is four films a day jumping from scenario to scenario and idea to idea,” says Lindstroem. It was quite a joy to develop these films together.”Īfter over a month of preparation, the campaign was captured over five short days in mid-February.
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They came with a clear idea of what they wanted, but how to give it life and shape it all was a really open process.
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“We’d go back and forth fine tuning, trying to give the whole project all of these different layers while still unifying it with a visual approach. What does gender and sexuality mean now and how does it translate to the brand? I was excited to push it all further.” With the gargantuan task of crafting 22 scripts, Lindstroem says he and the team collaborated on at least double that amount, which provided a creative playground for the director. “My perspective as a director is to continuously reshape and bring it all into our current time. “First of all, it was exciting because Calvin Klein is a brand like no other,” he explains of the company’s storied history.
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Lindstroem is no stranger to high profile gigs (he directed campaigns for Hermes and Beyonce’s Ivy Park, as well as Kendrick Lamar’s video for “Element,” after all), and he dove into brainstorming with Calvin around late December of last year. “They made this campaign what it is, some by being front and center with their personal narratives that haven’t been given much of a platform in traditional media, and others who are already well-known but revealed a very personal, raw side that they’ve never shown.” “The cast for this campaign was chosen for their talents and the ability to be honest with themselves,” says Murac. To me that is the most important.”Ĭalvin attracted an A-list roster of musicians for this campaign, but that’s nothing new for the brand It’s a tradition dating back to Mark Wahlberg’s now-iconic 1992 turn as a Calvin model (back when he was best known as rapper Marky Mark) and extending to 2017, when a tattooed Justin Bieber donned the famous underwear. It is moving to see its content all over the Internet, but also to see the conversation it has evoked. Because of that, the campaign resonates with so many different audiences. “This campaign is such an important moment for the brand,” says Cedric Murac, Calvin Klein’s executive vice president of global creative. Shawn Mendes Gets 'Vulnerable' & Strips Down in New Calvin Klein Campaign: See Exclusive Pics