LEVI | SPEC AD
How do you live in Levi’s?
A twist on the “Live in Levi’s” campaign.
creative, director, shooter, editor
The puzzle…
The original message of the “Live in Levi’s” campaign was clear: if you wear Levi jeans, you live in Levi’s. I wanted to twist this concept and put the emphasis onto not only the enduring appeal, but the “live” aspect, representing what Levi stands for: authenticity, individualism, self-expression, optimism and empathy.
To shift the focus from simply wearing the jeans to truly living in them, taking the viewer to an emotional space that celebrates individuals living their lives to the fullest. Levi has always been an approachable brand that connects people so I aimed to keep the tone down to earth and personal, as if what you are seeing is simply a reflection of who we are. This campaign concept taps into the core human desires for connection and growth, positioning Levi's as an enduring symbol of authentic living.
Vertical Format
To fit with the short attention spans of social media, I broke the video down into three much shorter, punchier snippets - each focussing on one individual. The hope is that by separating them in this way, the viewer feels more connected with each individual. These each start with strong shots and get straight into the stories to capture attention. They can exist in a series as well as standalone stories that serve as an insight into the brand.
