Levi’s / SOCIAL, DIGITAL, FILM, PHOTOGRAPHY, 3D, PRINT, RETAIL
Levi’s channels internet culture to stand out in a green-washed sustainability category.
Levi’s needed a way to launch a new line of sustainable clothing and establish credibility for their long history of sustainable manufacturing – which they had yet to talk about. And with the rest of the fashion industry jumping on the earth-friendly bandwagon, they also had a lot of green-washing to cut through. To do that we also leaned into Levi’s credibility in the innovation space which allowed us to develop an ownable visual language to tell our story to a young, digitally native audience.
Harnessing the beauty and tension of technological artifacts, we celebrated the juxtaposition between synthetic and organic, analog and digital, mimicking current internet culture and enticing curiosity while positioning the brand in a fresh new light.
Our production approach leveraged a multitude of elements that were fine tuned during post to achieve our final effect, including green-screens, urban landscape, natural backdrops, custom 3d elements and effects that have roots in net art and user-generated social content.
