Levi's Back at it

LEVI'S BACK AT IT /24

CAMPAIGN ART DIRECTION

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Levi’s “Back at It” 2024 campaign celebrated the intersection of creativity and personal style, highlighting how denim serves as a canvas for self-expression. Featuring a diverse cast of artists and creatives, the campaign explored the role of daily dressing in inspiring and reflecting individual identity.

Led the art direction and execution across the campaign, ensuring that each visual element resonated with the brand's heritage while embracing contemporary aesthetics. By collaborating closely with artists and tastemakers, we crafted a narrative that honored Levi’s legacy and connected authentically with a new generation.

Art Direction

Production Oversight

Design Development

Photography & Directed by Mel Bles

INSIDE THE PROCESS

The creative approach centered on blending Levi’s rich history with modern storytelling techniques. We developed a design system that incorporated tactile, real-world elements—such as faux magazine scans and vintage lookbook aesthetics—into digital platforms, creating a nostalgic yet fresh visual experience.

Casting real creatives in authentic environments allowed us to capture genuine moments that reflected the campaign's ethos. The use of natural lighting, layered typography, and textured backgrounds contributed to a cohesive visual language that was both relatable and aspirational.

Beyond the primary visuals, I oversaw the integration of these design elements across various channels, ensuring consistency and reinforcing the campaign's message of individuality and creative exploration.