Cannes: Shortlist
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Shots: Bronze
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AICP: Winner
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ADC: Gold
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Gail: Gold Best in Film
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Cannes: Shortlist - Shots: Bronze - AICP: Winner - ADC: Gold - Gail: Gold Best in Film -
A lifetime of their own.
The fashion world is littered with sustainability messaging. But while most fashion brands are only catching up on being sustainable, Levi’s has been thinking long-term for over 150 years. Because they’ve always made products that aren’t meant to be thrown away; Levi’s products are made to last.
We told the story of one pair of long-lasting jeans in a film shot from the jeans’ perspective. A seamless weaving of different lives into a single lifetime taking the “Buy Better Wear Longer” promise to a more emotional place.
Practically magic.
To stay true to the real product, we literally aged a pair of 501 Jeans, using proprietary laser technology showing them exactly as they would look if worn by seven different people over the course of several generations.
On a global scale.
An integrated campaign took that same pair of jeans around the world, to 83 different markets. In retail stores, digital, social, out of home and experiential.
Hella assets.
From a retail store in Bangkok to the global social channels, everything we created was designed to tell the story of individual pairs of Levi’s. We delivered somewhere around 1000 of them all said and done.
The Team
ECD Tim McDonnell
CD Bryan Ortiz-Dempler
CD Eli Tan
SAD Laura Pol
SCW Alexis Justman
SD Angelique Herring
ACD Hunter Patrick
The Press
Last words.
So, this project was the culmination of a five year partnership with Levi’s. It began with my Art Director and I shooting free talent in stolen shopping carts for social content and ended with flying to Argentina to shoot a truly cinematic piece with Megaforce, IMO the best Directors in the business. Shooting with them was enlightening as fuck and if we ever hang out, i’ll tell you all about it.
What we shot is what we ran. Frame for frame, the edit was more of an assembly than anything else.
This was the “best testing Levi’s spot in 20 years.”
Make the product the hero, and work with people that are talented as hell.