Calvin Klein
Redefining sensuality for a changing Saudi Arabia.
A culturally attuned platform that gave emerging Saudi voices space to challenge stereotypes, celebrate change and express a new creative confidence.
Watch the work
Original campaign films and experience footage.
The challenge
Calvin Klein’s global brand language is famously provocative. In Saudi Arabia, the work needed to retain that confidence while responding intelligently to a society undergoing significant cultural change, and speak to young people without importing a Western point of view.
The approach
We reframed sensuality as self-expression and cultural agency. Rather than making the brand the loudest voice, the platform elevated three influential figures reshaping art and culture in the Kingdom, positioning Calvin Klein as an ally to a generation finding new ways to be seen and heard.
The work
- 01
Cultural and audience insight translated into a local platform
- 02
Three influential Saudi figures selected as campaign voices
- 03
Global brand codes adapted without losing their edge
- 04
Integrated talent, content, social and press rollout
- 05
Storytelling centred on creativity, progress and self-expression
The impact
“Global consistency matters. Cultural intelligence is what makes it resonate.”