Brief
This was the first campaign that Levi’s had a decent sized budget to spent on digital media. They wanted to experiement with using full motion video and develop a micro site based around the print campaign.

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Solution
The campaign features video of models getting dressed in different outfits from each line of their clothing. The models were all filmed on green screens so sets reflecting the personality of their outfits could animate in behind them.

The sets were designed to have a theatre feel and follow the style of the Levi’s brand. Loops had to be created for loading screens. We marked the floor with tape so we could get consistent movement while wearing the different outfits.

We also reversed the video so as the models get dressed the clothes fly in from off screen and time-mapped the video so we could speed up the process in parts and give it a much more slick finish.

The project was a collaboration between film producers, designers and flash developers. My role, as a designer, was to design a style for the backgrounds then design and animate them as well as to key the models in After Effects, while other designers worked on the flash interface.