LEVI’S - BUY BETTER, WEAR LONGER

THE DESIGN SYSTEM / PROCESS WORK

The design system for the campaign utilizes a bold font pairing, along with simple halftone textures and film elements that were used in small doses across static assets. The compositions employ simple background images from each character’s setting, which then tile 3-4 hero images on top. Considering most of the static content was built for web and social platforms we strategically laid out images so they’d overlap across frames while sitting neatly in their own carousel slide. Title animations of each character’s name were layered onto the spreads for surprise and delight motion moments. 

All of the video captured for the campaign was shot on 35mm, 16mm, and 8mm film. Photography was a mix of both film and digital although most of what made it through the selection process were the 120 and 35mm film photos.

SOCIAL ASSETS / VIDEO CONTENT

TRANSLATION TO WEB

Blog posts were built for each activist to tell their story and share how they’re inspiring others to build a more reciprocal relationship with the planet. Images, gifs, and videos were reformatted, then translated across the web, appearing on the website, social, and email blasts.

IN-STORE / RETAILERS

The campaign was brought to life around the globe in all Levi’s store locations. Assets were built for window displays, clings, banners, and digital screens that showcased cutdowns of the main film. Design elements from the toolkit continued into major retailers as seen in the Target print materials which feature the Campaign lockup along with the marker underline I made with a rather dry sharpie.