Published Work
Preliminary Projects
Creative Brief
All the creative stuff? It started with this creative brief I crafted after researching both the brand and target audience. This document set the tone for all my subsequent projects throughout the semester, ensuring a strategic and resonant approach.
Copy Brief
The copy brief I created, diving into the details that lit up my concepts and guided my words for every element of the campaign.
Brand Voice Guide
I created the brand voice guide to capture the essence of Levi's language and act as a toolkit, helping turn the briefs into creative executions.
Concepting Pitch
This is the grand finale of my semester prep – a presentation where I discuss my formal campaign concept. It dives into how it tackles the brand's challenge and why it strikes a chord with my target audience.
Creative Executions
Print Ad Executions
The pair of ads I crafted, each taking unique approach, tie into my concept. They both pivot around the idea of weaving memories into Levi's jeans, ensuring individuals preserve their history and the timeless spirit of youth.
This piece encourages 18-24 year-olds to embrace and cherish their current life experiences. The language I chose, like the expression 'cool as hell,' connects well with the younger crowd, setting a laid-back vibe and adding authenticity.
​
The second ad is disruptive. It's intentionally raw, even a bit gross–refusing to shy away from the uncomfortable. Highlighting the ugly truths of the party scene that many 18-24 year-olds live, it's not about ignoring the messy parts, but embracing the unfiltered moments.
​
Audio & Video Ad Executions
This is not just an audio ad; it's an experience tailored for those who appreciate the artistry of fashion and meaningful moments. With clips of 11 special moments meant to be remembered, the audio resonates with the 18-24 age group, capturing the essence of their early experiences and beginnings."
Click to play audio ad
This video ad unfolds the journey and memories of Ainsley, starting as an 18-year-old girl and evolving as the video progresses. In each memory portrayed, Ainsley wears the same Levi's she zipped up in the very first clip, symbolizing the enduring thread of moments woven into her life.
​​
Landing Page Execution
Levi's faces stiff competition from fast fashion giants, but the game-changer is evident – quality and longevity. Unlike the fleeting trends of fast fashion, Levi's is all about crafting garments that stand the test of time. The copy aims to highlight this key differentiator, urging readers to consider the long game by starting their sustainable, capsule wardrobe with a pair of Levi's.
Digital & Social Ad Executions
This email ad emphasizes the idea that Levi's can be used to remember precious moments.
.png)
This Instagram ad discusses the idea of connecting memories to a pair of Levi's jeans.
Virtual Reality Execution
My VR concept goes beyond mere nostalgia for current Levi's owners. It offers them a chance to relive, not just reminisce. By immersing them in their own memories, it serves as a powerful reminder that Levi's is more than just clothing; it's a key to unlocking and cherishing their best days.
This ad doesn't just sell Levi's; it sells a lifestyle of making memories. By plunging users into fresh, exhilarating environments, it nudges them not only to explore the world and savor special moments but to do it all in a pair of Levi's. It's not just about owning jeans; it's about investing in experiences and creating memories, all while wearing Levi's.