Levi's
A lifetime of their own.
The fashion world is littered with sustainability messaging. But while most fashion brands are only catching up on being sustainable, Levi’s has been thinking long-term for over 150 years. Because they’ve always made products that aren’t meant to be thrown away; Levi’s products are made to last.
We told the story of one pair of long-lasting jeans in a film shot from the jeans’ perspective. A seamless weaving of different lives into a single lifetime taking the “Buy Better Wear Longer” promise to a more emotional place.
Practically magic.
To stay true to the real product, we literally aged a pair of 501 Jeans, using proprietary laser technology showing them exactly as they would look if worn by seven different people over the course of several generations.
Mega. Force.
We worked with mega director group Megaforce to give this story its legs (and naturally, its pants). A single pair living many lives over the course of its lifetime, all captured practically.
Team
ECD Tim McDonnell
CD Bryan Ortiz-Dempler
CD Eli Tan
SAD Laura Pol
SCW Alexis Justman
SD Angelique Herring
ACD Hunter Patrick
