LEVI | SPEC AD

Role: creative, director, shooter, editor

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 “live”, representing what Levi stands for - authenticity, individualism, self-expression, optimism and empathy. 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 in the ad is simply a reflection of who we are.

VERTICAL FORMAT

To fit with the short attention spans of social media, I broke the video down into three much shorter ones, 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.