Levi’s Ad

We were asked to deliver an Ad targeting digital nomads using an AI generated background.

I was Creative Director as I brought the idea to my team. I was inspired by the current environmental issues which we face seeing as this is one of the biggest worries between young people today.

In film and many environmental campaigns, they depict the future as dry, like a dessert (e.g Dune.) Which is why I opted to take brutalism and dryness for main inspiration of the future and not AI or technological advancements. Because young people today care more about the environment than ever.

The message we wanted to convey is that with Levis if we don’t fight now we won’t have a future then. And even when we’ve let big corporations damage our planet, Levi’s will always be durable and they’ll always fight for a cause.

During this project I also took charge of the Art Direction, mainly focusing on the styling of our models.