Levi’s
Proposing a campaign for the historic denim company, Levi’s
Creative Direction | Story | Motion Design
This project began as an assignment to present three campaign options to Levi’s, culminating in a full set of designed styleboards for a motion graphic-based promo. I presented sample styleboards for three options and proceeded with assets for the chosen design.
design exploration
Option 1: Live in Levi’s
A grungey collage highlighting hobbies, professions, and daily life in Levi’s
Option 2: Wear ‘em Out
A joyous expression of individuality with a nod to sustainability.
Option 3: We’ve Been Around
Inspired by Levi’s own surreal ads from the 70s, a trippy highlight of Levi’s history around the world.
Selected campaign: wear ‘em out
Levi’s values quality craftsmanship, longevity, sustainability, and inclusivity. I wanted this campaign to reflect those values and show the joy that dressing and expressing your authentic self can bring anyone at any age.
This ad focuses on footage of people dancing, edited with a risograph-like quality. It opens on a solo dancer on a white background who transforms, adding bright colors and halftone textures to the dancer. People of all ages dance across the screen in bright colors, with moving colorful “bubbles” surrounding and interacting with them. Textures and glitches of doubled footage bring a handmade print quality to the piece.
The end of the ad returns to a solid image of a person standing beside the logo lockup with the tagline “Wear ‘em out”. Unlike the beginning, the person at the end is layered with and surrounded by all the textures and colors built up throughout the piece, showing the chameleon-like way Levi’s helps bring personal expression to life.
This tagline is intended as a long-term campaign with layered meanings: it is intentionally related to Levi’s work in creating inclusive spaces and highlighting queer artists. Wear ‘em out also ties into Levi’s sustainability goals, encouraging consumers to purchase a quality item they intend to wear out, repair, and repeat.
