Levi's Holiday 2014

The 2014 holiday campaign came at the time of the launch of the broader campaign of ‘Live In Levi’s’. Levi’s as a brand wanted to feel more approachable to consumers by showcasing people living their daily lives in Levi’s. The concept was encapsulated in the idea of ‘No Place Like Together’. We traveled to a cozy location in upstate New York and shot the bulk of the campaign indoors. I art conceptualized and directed the photo shoot and worked with the copy, digital, in-store, merchandising and production teams to bring the work to life across all channels.

I played a central role in copy development for this campaign. The creative idea of “togetherness” that was at the core of the shoot translated well into the marketing message “Better Together”. This sentiment allowed opportunities for poetic expression “You and Levi’s... Better Together” or more literal messages “Denim and Chambray... Better Together”

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