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Advertising Campaigns

Levi’s worn-in look jeans

Dramatic visuals replace the usual fashion models and product shots for this jeans range.


Client McCann-Erickson Advertising (advertising agency for Levi's)
Client description Chemically-treated denin mimicking long-term usage (frays, fading)
Format(s) Full-page magazine ads, point-of-sale posters
Audience Youth market
Our tasks Concepts and art direction. Created in collaboration with other McCann-Erickson creative/production team members and suppliers.

Project summary

In keeping with Levi's masculine image, this campaign used destructive, abrasive items (grater, mallet, file) as strong visual metaphors for the "aging" process.


The campaign was very successful in international award shows:

Finalist, Cannes Advertising Festival

Finalist, New York Festivals

Finalist, London Internationals

Category winner, Creativity Annual Awards


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