Levi's
Buy Better. Wear Longer.
Role
Associate Art Director
Project Type
Integrated Campaign
The Process
To stay true to the real product, we literally aged a pair of 501 jeans, using proprietary laser technology showing them exactly as they would look if worn by seven different people over the course of several generations.
Assets
From a retail store in Bangkok to the global social channels, everything we created was designed to tell the story of individual pairs of Levi’s. We delivered somewhere around 1000 of them all said and done.
Campaign Impact
An integrated campaign took that same pair of jeans around the world, to 83 different markets. In retail stores, digital, social, out of home and experiential. According to the Levi's team it was the “best testing Levi’s spot in 20 years.”
Awards
Cannes - Shortlist
Shots Award - Bronze
AICP - Winner
ADC - Gold
Gail - Gold Best in Film
Team
ECD Tim McDonnell
CD Bryan Ortiz Dempler
CD Eli Tan
SAD Laura Pol
SCW Alexis Justman
SD Angelique Herring