Levi’s / Style + Sustainability

Internet culture helps this brand stand out in a green-washed category.

Levi’s has created clothing sustainably for decades but had yet to talk about it, making this campaign their announcement in a now saturated sustainable fashion arena.

For the launch of their newest line of sustainable clothing, we used Levi’s cutting edge innovation as the inspiration to develop an ownable visual language similar to that used by digital creators to tell our story to a young, technology-native audience.

Harnessing the beauty and tension of technological artifacts, we celebrated the juxtaposition between synthetic and organic, analog and digital, mimicking current internet culture and enticing curiosity while positioning the brand in a fresh new light.

Our production approach leveraged a multitude of elements that were fine tuned during post to achieve our final effect, including green-screens, urban landscape, natural backdrops, custom 3d elements and effects that have roots in net art and user-generated social content.

Role: Creative Direction
Created in partnership with AKQA & Levi’s®