LEVI’S
Levi’s in Asia is quite unlike Levi’s in other markets. In places like Japan, for one, Levi’s is a fashion brand, a youth brand.
Maybe stuff like that needn’t always be based on insight or precedent but rather, an intention of setting trends? Tell me something…as a young person, did you want to follow trends or set them?
Print and OOH campaign for Levi's BELTS. The Japanese copy line says: Levi's also makes belts.
Print, poster and OOH.
Levi's LOW RISE jeans.
Extravagantly bold Levi's TYPE 1 jeans for bold people. We wrote a simple script for a big Japanese TV SPOT and roped in a rising Gong Fu star who was trying to make it big in the wild west à la Bruce Lee. Don’t know if he finally made it. (Probably not that much as I haven’t seen any Latter Day Green Hornets yet.) Quite easily the most fun, food and friends I’ve had on a shoot…think game braai, boerewors and biltong in the Karoo desert. And a bit of (wink) postprod downtime (wink) in and around the Cape of Good Hope.
Retail.
Print and store window installations for Levi’s ENGINEERED JEANS.
Store window display for Levi’s SUPERPRESSED Jeans.
Print for Singapore's first Levi's GIRL’S STORE. And an in-store sticker on the dressing room mirror. Line says: The most beautiful of them all.
Print and OOH for Levi's WORKWEAR featuring many useful pockets.
