For Spring 2013, OURUSE partnered closely with Calvin Klein and YouTube to design and develop an out-of-the-box digital experience in an effort to promote the brand’s new global advertising campaign. The result was the creation of Provocations, a short film by lauded creative director, Fabien Baron, featuring actor Alexander Skarsgard. The project drove followers to the brand’s YouTube channel where they could discover the campaign and create and share their own Provocations narrative.

Users were able to choose from 14 30-second clips to edit into their own unique story line

Fan stories could be shared on Facebook and Twitter to spread buzz and promote additional engagement