LEVI | SPEC AD
How do you live in Levi’s?
role: creative, director, shooter, editor
A twist on the “Live in Levi’s” campaign.
The puzzle…
The original message of the “Live in Levi’s” campaign was clear: if you wear Levi jeans, you live in Levi’s. I wanted to twist this concept and put the emphasis onto not only the enduring appeal, but the “live” aspect, representing what Levi stands for: authenticity, individualism, self-expression, optimism and empathy.
The solution!
To shift the focus from simply wearing the jeans to truly living in them, taking the viewer to an emotional space that celebrates individuals living their lives to the fullest. Levi has always been an approachable brand that connects people so I aimed to keep the tone down to earth and personal, as if what you are seeing is simply a reflection of who we are. This campaign concept taps into the core human desires for connection and growth, positioning Levi's as an enduring symbol of authentic living.
Vertical Format
The campaign was reworked for social-first format into three short, vertical films, each focused on a single character. This approach creates more intimacy, letting viewers connect with individual stories while allowing the films to live both as a series and as standalone social moments. Each edit opens with a strong visual hook before quickly moving into character.
