WEBSITE. CONTENT. E-COMMERCE.
The Live in Levi's Project
Levi Strauss & Co.
In 2014 Levi’s pivoted its brand focus from pioneering ‘modern frontiers’ to a more human, authentic and open positioning. Our brief was to activate the new ‘Live in Levi’s’ tagline and create a worldwide digital platform to celebrate the brand, elevate it’s fans, and drive engagement through a retail and social ecosystem.
The incredible fact is there are over a billion Levi’s jeans in the world, each pair with a unique story. So why not give people a stage to share their story with the world? The 'Live in Levi’s Project' is exactly that - an interactive showcase that weaves together storytelling, e-commerce and social media with the world’s most iconic denim as the red thread.
CASE STUDY VIDEO
PROJECT MICROSITE
The experience started with an interactive video showcasing how people across the world live in Levi's. From Parisian DJ Phillipe Zdar of Cassius to New York based Alexandra Spencer of 4th and Bleeker, the film featured boxers, barbers, dancers and bikers, a diverse cross-section of passions and professions doing their thing in the demin they love.
INTERACTIVE VIDEO
The interactive video enabled visitors to click through and shop the Levi's products worn throughout, as well dive deeper into product stories and UGC content.
Since launch the 'Live in Levi's Project' has evolved into a wider editorial platform with activations built around the Levi's brand pillars of music, fashion and retail. In 2016 the 'Take The First Step' campaign featured Alicia Keys and 6 musicians sharing how they pushing themselves and their craft forward.
Director's Cuts
JAY - SPINNING SILENCE
TIRON & AMARI - KEEP IT CORNY
OBE - THE WILDERNESS WITHIN
CLIENT
Levi Strauss & Co.
AGENCY
AKQA
DATE
2015
ROLE
Director | Associate Creative Director
Other Projects
© Nick Marzano