Levi’s
Levi’s Spring 2008 Campaign
This project was a pitch for presenting the Spring 2008 collection on the Levi’s website, including an interactive fit guide. It also included concepts for an online banner campaign to extend the theme of the collection and encourage people to click through to the site to explore the collection. The concepts use full motion interactive video with Flash.
Levi’s Website
I worked as a senior designer improving and updating the Levi’s Europe website over a 15 month period. This included briefing other designers on new content sections and proposing improvements in information architecture and helping to direct the client to make decisions on improving design elements. I was not resposible for the original design but many of my suggestions for the design have been impemented.
Levi’s Fall 2007 Campaign
The Fall 2007 campaign was integrated in to the Levi’s website to demonstrate the new key outfits for each of the Levi’s collections. It uses videos of the models keyed on to themed backgrounds to extend the theme of the collection.
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.
