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A tribute to the feeling of being wholly absorbed in the present moment, letting go of any reservations, enjoying the creative process, and celebrating a ubiquitous creative icon.

ABOUT THE PROJECT

Fashion

Creative Direction

Campaign

+ 150 YEARS OF 501
+ 41M IMPRESSIONS
+ 49k NEW CUSTOMERS
+ £4.05 ROAS

Levi's 501 jeans have always been a cultural icon, a commodity and a best friend to many. Our aim was to position Levi's as a brand that resonates with Gen-Z's desire for inspiring moments and a break from the chaos of the world. We wanted them to experience life on their own terms.

We focused on showcasing how Levi's exists in the overlooked moments of culture, and how wearing the 501 makes us a part of "the greatest story ever worn."

In these challenging times, we wanted to reignite people's passion for experiencing awe-inspiring moments and create a story that inspires fashion enthusiasts, especially our ASOS customers.

Our campaign is a sensory and nostalgic experience that looks towards the future while feeling familiar and safe. By highlighting these moments, we created relatable and emotional scenarios that feel achievable, allowing our consumers to envision themselves creating memories and romanticising their future with Levi's.

Creative Direction: Mike Raven
Art Direction: Harley Cope & Sophie
Photography: William Arcand
  • Creative Direction: Mike Raven
    Art Direction: Harley Cope & Sophie
    Photography: William Arcand

CREDITS

Colmore Tang

Construction

Branding
Creative Direction

Football Index

Tech

Branding
Creative Direction

Style Magazine

Publishing

Brand & Editorial
Creative Direction

Arrival Collection

Sportswear

Campaign
Art Direction

Lewis Capaldi

Fashion

TikTok Campaign
Creative Direction

Black Fri(Play)

Fashion

Campaign
Creative Direction

Nike

Fashion

Campaign
Creative Direction

Polo Ralph Lauren

Fashion

Campaign
Creative Direction

Pride in Progress

LGBTQ+

Campaign
Art Direction

ASOS

Fashion

Brand
Creative Direction

Calvin Klein

Fashion

Campaign
Creative Direction

MP Activewear

Sportswear

Brand Identity
Creative Direction

PROJECTS

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