The Man Behind the Mood: Neil Kraft’s Revolutionary Legacy
Neil Kraft, the visionary adman who transformed fashion advertising in the 1980s and ’90s by selling not just products—but “a mood and a lifestyle”—has died at age 67. His boundary-pushing campaigns for Calvin Klein, Barneys New York, and Esprit didn’t just sell clothes; they shaped culture.
Iconic Campaigns That Defined a Generation
Kraft’s work blurred the lines between art, commerce, and activism. From Marky Mark in Calvin Klein underwear to CK One’s gender-fluid aesthetic, his ads became cultural landmarks.
Timeline of Kraft’s Career Milestones
| Year | Milestone | Impact |
|---|---|---|
| 1985 | Joins Barneys New York’s in-house agency | Launched avant-garde campaigns with Paulina Porizkova and Super 8 film |
| 1989 | Barneys Men’s Print Campaign | Featured Ed Ruscha, Jeremy Irons, Sandra Bernhard—redefining masculinity |
| 1992 | Calvin Klein Underwear with Marky Mark | Sexualized minimalism dominates Times Square and pop culture |
| 1994 | CK One Launch | First unisex fragrance campaign; featured Kate Moss and androgynous models |
| 2000 | Founded KraftWorks NYC | Expanded into pro bono work and social impact advertising |
Brands That Defined Kraft’s Vision
- Calvin Klein: Redefined celebrity + sexuality in fashion ads
- Barneys New York: Elevated retail to cinematic art
- Esprit: Merged consumerism with social justice via 1991 “Change the World” campaign
- Voss Water: Replaced traditional campaigns with iconic bottle redesign
- Planned Parenthood: Created intimate, story-driven digital ads for its 100th anniversary
Quirks of a Creative Genius
Known as “grumpy and lovable,” Kraft despised clutter—and houseplants. In one legendary office incident, he called an employee from across the room to demand removal of a desk plant. Later, he cleared every desk of personal items overnight, declaring: “This is a design shop!”
Legacy Beyond Advertising
Kraft didn’t just sell products—he championed causes. His agency created the logo for the Coalition for the Homeless and launched ChooseWomen, a platform supporting low-income female entrepreneurs.
Family & Personal Life
Born in Manhattan in 1957 to garment industry parents, Kraft studied photography and film at RISD—defying his father’s prediction he’d “never make any money.” He is survived by his wife Scott O’Neil, three children (named after Bob Marley, Bob Dylan, and Jim Morrison), a grandson, and two siblings.
