In the summer of 2015, Levi’s® introduced the new and improved 700-series for women—featuring the latest in fabric innovations and a wider variety of fits designed to flatter more body types. AKQA was tasked with creating a social campaign to announce the new range, educate fans about Levi’s heritage, and reinforce the brand’s authority in the category.
We developed a three-tiered campaign strategy and partnered with influencers, such as Jess Hannah and Rima Rama, to create engaging content. This included two photo shoots in Los Angeles and San Francisco. As the creative lead, I was responsible for content ideation and creation throughout the process. I art directed the photo shoots, assisted with styling the models and product laydowns, and worked on post-production to prepare all final assets.
In addition to regular social posts, we launched a new Instagram handle—@LadiesInLevis—which served as a mini social lookbook showcasing some of the new fits.
