The big (brand) picture

Calvin Klein Presents Alexander Skarsgård in Provocations. As the primary advertising component of the Spring/Summer 2013 global advertising campaign, Calvin Klein has released an almost 10-minute short film featuring actor Alexander Skarsgård and model Suvi Koponen, a first ever for the fashion house featuring all three of its brands (Calvin Klein Collection, ck Calvin Klein and Calvin Klein Jeans) in one complicated plot line. Skarsgård and Koponen are displayed in all their respective modern hotness in a complex journey through sleek, idealized architectural settings to dark and mysterious milieus. Through its sensual and evocative visuals, the film captures the company’s legacy of modernity, aspiration and rule-making innovation. Directed and shot on location in California by legendary creative director Fabien Baron with Calvin Klein’s in-house global marketing and advertising agency. Certainly a maximalist approach for the grand dame of  American minimalism. But please take note of the power of video in today’s increasingly online, social and visual world…