“This Is Not A Pair Of Levi’s” was both the campaign line and departure point for our digital efforts supporting Levi’s Fall 2012 collection.  As the brand’s first foray into collections for men & women that included dresses, jackets, sweaters and more, "This Is Not" played with users’ perceptions of the venerable denim brand. Our interactive, parallax Look Book, iAd and media campaign took the copy construct further, capturing the rebellious spirit of the clothes and those who would wear them.




We launched a new global website and ecommerce platform along with the fall campaign, ensuring a consistent presence and image of the brand on- and offline. Using full-bleed imagery, slideshows, video and more, the site experience allows viewers to explore the collections and individual garments in an immersive and engaging way.




Go<Waterless is a sustainability effort by the brand to dramatize the lack of access to clean water for a huge percentage of the world’s population. Benefitting Water.org, the fundraising campaign encouraged viewers to pledge to conserve water, earning water credits by completing a series of challenges. The campaign also highlighted water-reduction advancements in Levi’s manufacturing processes.