OBSESSED BY CK

Carlota Lopez
Apr 1, 2018
2 min read

Recently I started a new project related to the fragrance sector and while doing some secundar research I came across this beautiful advert. Obsessed by Calbvin Klein.

Obsessed was launched in 2017 (as a celebration of 25 years of this campaign) with Kate Moss as the face of the campaign.

I am going to do an analysis of the fragrance and the advert because I really think that this one is worth sharing with everyone.

IMAGE: Photographs + video + polaroids from 1993;

Colour Palette is black and white tones;

Kate Moss looks beautiful, pure, inocent and tragic.

PRODUCT: The fragrance bottles are very minimalist, transparent or black (if you choose the intensive scent). The fragrance does not need an art of work in the bottle because the fragrance itself and the narrative in the adverti are already a work of art.

Through the bottle they kinda describe the product that they are trying to sell: something honest, true, something that is what it is, something elegant.

You can trust the brand.

AD/ BRAND: The advertiu is so beautiful, it is so so good that it makes me emotional. I consider it perfectiont, it reflects the purity of love. It is incredible. For me it gave me the chills and I hope one day to hear such delicate words and have this kind of intimacy. I think the objective of the brand was to people feel this way and it did work.

HISTORY: This is a reinvention of an iconic fragrance, Obsessed, and plays of the evocation of memory through scent.

It mixes past with present, genders, memory and desire. It is about time, love, tension and human beings.

As the legenda campaign with Kate Moss and Mario Sorrenti approaches its 25th aniversary, Obsessed utilizes never before seen polaroids from that time, along with a personal biography from Mario Sorrenti to explore and evoke the idea of memory, past love and present iconography.

In 1993, Kate Moss (18) become the fragrantes face, shot by Mario Sorrenti (20), her boyfriend.

They were sent away to the Virgin Islands with the purpose of replicate the intimacy and informality of earlier photos of the couple. There was no photographic/ make- up/ hair team present, neither an art director.

The groundbreaking and provocative imagery reflected the couple's real love. It was first love.

There are never before seen polaroids and diary entries made by the photographer and voice- overs with his personal recollections of that time.