Brief: The aim of this campaign is to reposition Levi’s as the global “pioneer”, rebranding Levi’s not as an American company but as a global brand.
Two fold production: create an AI generated background and in-studio model photoshoot.
Target Audience: 18-27 year old Digital Nomads
Project: In a world where trends change fast, Levis brings a timeless piece of clothing that will never go out of fashion.
This project relied on lots of research, testing and post-production. I was delegated the primary researcher and read many articles on the history behind the company. Something we kept finding: Levi’s, the inventor of jeans revolutionized the fashion industry with an item that has never gone out of style. So we looked to the future.
levi’s ad campaign: Future Ready, timelessly bold
In the year 3000, scientists confirm the immortality of Levi’s jeans—timeless, iconic, and a universal symbol of authenticity, inclusivity, and sustainability. In this futuristic, cyberpunk-inspired laboratory, the model’s style is enhanced by digital pop-ups showcasing the DNA of Levi’s.
Once we knew our concept, we started prompting with Midjourney to find the perfect AI backdrop. After many, many prompts we finally found one that would work. Next step: photoshoot in the professional studio. After studying the light sources from the backdrop and sketching our final image, we started shooting.
Using Photoshop, Figma and Aftereffects, our team delivered an interactive digital ad with pop ups showcasing the timeless DNA of Levi’s as well as print ads.
Role: Research, Pitching, Lighting & Mockups
Team Members: Afza Desai, Caterina Staino, Maria Camila Camargo & Sebas Ayala
