Playboy by CK

Playboy was licensed by Culture Kings in 2022 for the US market, and I was assigned to lead out the creative direction and product design. We positioned Playboy by CK as an elevated brand, and focused on bringing unique styles, true to our Hip Hop and Sporting roots at CK. Campaigns always focused on selling an elevated, curated lifestyle, without being pretentious, and always aligning with the “Pleasure for All” ethos that the modern Playboy brand carries.

One of my favourite brands and projects to lead, which is currently ongoing and has generated well over $ 1 million in gross profit to date.