In 2014, Levi’s® approached AKQA with the goal of reconnecting with their core customer through a digital solution. The result was The Live In Levi’s® Project—a digital, social experience that explored the fascinating stories from—and of—people around the world, living in their Levi’s.
We created an immersive platform that showcased editorial storytelling, featuring influencers from music, fashion, and culture. To keep the project fresh and inclusive, we encouraged Levi’s fans to share their own stories via social media using #LiveInLevis. We further drove traffic to the project with paid media. The Live In Levi’s website also highlighted UGC and included an e-commerce layer, making the platform a fully functional, shoppable experience.
I played a key role in producing the “How To” videos—helping to write the scripts, style the featured looks, and scout talent. In addition, I was responsible for overseeing the global paid media production for both Live In Levi’s and the Men’s/Women’s promotional content over the course of the three-year project. Throughout all the Live In Levi’s campaigns, I led social content ideation and creation, from concept development to shooting and prepping final assets.
