Nominated for two Pencils at D&AD.
After a few years of fashion-based advertising, the ask was to create a brand campaign that took Levi’s back to its rebellious roots.
My insight was that the full name of the brand – Levi’s ‘originals’ – itself could express the concept of rebelliousness, since original people don’t conform to the norm.
In coming up with the execution, I channelled the reactions I got after I went to Camden market aged 17 and bought a pair of purple-checked baggy trousers and a bright red shirt with Communist propaganda graphics. Same emotion, just switching the setting from suburban London to the world of Levi’s.