Brief
This project was a pitch for the Spring 2008 collection digital campaign. It had to be based on the print campaign but extend the concept to work in digital media. The print campaign was based around the theme that originals never fit, and that Levi’s were a brand associated with being an individual.

Click to zoom

Solution
The pitch featured multiple digital executions — a micro site, banner campaign and online fit guide. I was a lead designer on the project and developed the idea and designed the micro site, helped to brain storm the concept and design the other two executions. The micro site

The banner campaign would initially launch with an artificial micro site that would be based around a ban denim theme. The banners and site would feature photos of ‘boring’ looking people badly dressed carrying hand made protest signs calling to ban denim because it encourages anti-social behaviour. The aesthetic of the whole campaign would have an amateur feel. The next roll out of banners would simply include environments where activities associated with the Levi’s brands, such as skateboarding and music, were banned — signs would be used in these environments to communicate this and the tag line — ‘originals never fit’ — would serve as the call to action.

The Levi’s micro site would feature full motion video with a narrative that followed a couple through their day in and out of the different Levi’s brands — Red Tab, Blue, Engineered Jeans and Vintage. The user could ‘scrub’ through the video at low res and at any time pause to get a high res image, and click then on an item of clothing to get more information and/or purchase the item.

The fit guide acted as a virtual dressing room, allowing the user to browse the new collection using a variety of key words and view the models from any angle in 3D.

Click to zoom

Click to zoom