Between is a creative strategy for Calvin Klein that reconnects the brand with its original DNA of sensual provocation. It introduces a roll-on fragrance concept designed to enhance rather than conceal sweat, reframing it as an intimate and desirable bodily signal.
The strategy explores the tension between attraction and social conditioning, revealing how sweat can become a marker of intimacy and individuality while challenging conventional beauty standards.The project involved developing the creative strategy, Campaign Briefing, Packaging Briefing, and the overall art direction.
for Calvin Klein
Creative Strategy
2026