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Brand Campaign · Levi's

Wear your story.

We love the rips and fades in our denim. Why not the marks on our bodies? A campaign that flipped the script on beauty, authenticity, and what it means to wear your life.

Brand
Levi's
Role
Art Director
Deliverables
Print · OOH · Social · Retail
Type
Senior Year Concept
Levi's campaign hero
The Problem

We celebrate every fade, rip, and crease in our denim. But the marks on our bodies? We hide those.

Print Campaign
Levi's print 01 Levi's print 02 Levi's print 03
The Insight
"The worn-in marks on your jeans are proof of a life lived. So are the ones on your body."
Retail Experience
Levi's hangtag Changing room wrap
Out of Home
Transit ad Transit ad
Social
Social animation 01 Social animation 02 Social animation 03
Campaign Film
"The best campaigns don't change minds. They show people what they already believed."
Credits
Art Director
AK Cutler
Director
Hannah Gulbrandson
Director of Photography
Tanner Jackson
Copy Writer
John Starkweather