SKIMS made waves last night with the debut of its “SKIMS Lab” national TV commercial during the Oscars red carpet event. Helmed by director Frank Lebon and produced by Wieden+Kennedy, the creative force behind some of the world’s most iconic brands like Nike, McDonald’s, and Ford, the revolutionary film unveiled an extraordinary SKIMS universe that captured viewers’ imaginations.
Kim Kardashian, SKIMS Co-Founder, and Chief Creative Officer collaborated closely with Wieden+Kennedy and Lebon to bring this unexpected commercial to life. “With this being our first-ever made for TV campaign, we really wanted to bring viewers into the SKIMS universe and create a film about our brand story and obsession with product development in a witty, yet extravagant way,” says Kim Kardashian. The result was a testament to Lebon’s unique creativity and storytelling prowess, earning praise from Kardashian herself.
Set aboard a ship in outer space, the film unfolds inside a SKIMS Lab, where Kim Kardashian assumes multiple roles alongside her “Klones.” Each version of Kim rigorously tests SKIMS products through seemingly extreme methods, ensuring they meet the brand’s standards of perfection. As “Chief Engineer,” Kim meticulously examines every aspect of the products, from fabrics to wearability, ensuring they are engineered for every body type.
Jens Grede, Co-Founder, and Chief Executive Officer at SKIMS expressed pride in the collaboration with Wieden+Kennedy, stating, “As our first major ad made for national TV, this campaign cements SKIMS as a leader in the industry, but also as a creative force to be reckoned with.” Azsa West, co-cco of Wieden+Kennedy Portland, echoed this sentiment, describing the project as a dream assignment that brought the SKIMS brand story to life in an unparalleled way.
The “SKIMS Lab” commercial premiered during the Oscars red carpet and will continue to air until the end of April, marking a significant milestone for SKIMS as it asserts itself as a visionary force in the fashion industry.
