LEAD CREATIVE DIRECTOR / DESIGNER
Multi-channeled, global campaign supporting new product launch for millenial women.
The challenge was two-fold: to reach women while Levi's is traditionally a masculine brand and to resonate with millenials who are skeptical of traditional marketing tactics.
Additionally, the global aspect presented technological difficulties, especially with integrating mobile channels.
We've began with extensive research and focus groups held in New York, Tokyo and Paris where we tested moodboards with several visual styles.
Next, we set off to build a multi-channeled platform incorporating social feeds from multiple brand ambassadors, an easy ways to connect, follow and share inspiration and support with like-minded women from around the world.
This new virtual community had offline extensions - local meetups, feature at TEDWomen and performances by Zooey Deschanel and Janelle Monae. This initiative was supporting the launch of CURVE ID, new line of jeans for women.