Levi’s Capsule Collections
I led all pre and post-production art direction for all of the brand’s capsule collection and partnership campaigns, throughout a few years—some of my favorite campaigns are shown below.
Contributions: Art direction, video editing, graphic design, music composition
Levi’s X Super Mario
Levi’s teamed up with Nintendo to create a streetwear-inspired capsule collection geared towards Super Mario fans. We created a minimalistic white set that allowed the bright world of Super Mario to shine through, and paid homage to classic elements of the Nintendo game while maintaining an editorial fashion vibe. We paired this video footage with a datamosh glitch effect to create social content, in-store video, and out-of-home advertisements.
Levi’s X Star Wars
To coincide with the release of Star Wars: The Rise of Skywalker, Levi's released a capsule collection that turned the heads of even the largest men's contemporary fashion and streetwear blogs. As the AKQA Art Director on this project, I led the development and execution of all video and social content. By mixing ARRI 4K, 16mm, Super8, 3D 35mm and DV footage, we created a vibe that felt like the future from the past.
Levi’s X Hello Kitty
In honor of Hello Kitty’s 45th anniversary, Levi’s released a collection of streetwear-inspired designs for women and girls. As the Art Director for this project, I led the development and execution of all campaign content. By layering textural background footage, green screens, and prisms, we were able to bridge the gap between Hello Kitty’s saccharine aesthetic and Levi’s traditional, fashion-forward brand. As a result, this campaign brought in the highest engagement for the Levi’s Instagram account at the time.
Levi’s X Stranger Things
For the season 3 launch Stranger Things, Levi’s created a collection of vintage-inspired apparel for men and women. As the Art Director for this project, I led the development and execution of all video and social content. We shot on the actual studio set, mixing an 80’s mall aesthetic with VHS-B footage to achieve a look and feel that captured both the show’s nostalgic vibe and showcased the unique character outfits developed by Levi’s and the Netflix wardrobe team.
Levi’s X Nike by You
In partnership with Nike By You, Levi’s launched a capsule collection of laser-printed classic pieces (like denim and trucker jackets) and Nike shoes made with denim and other non-traditional textiles. We developed a social media campaign that showcased the collaborative capsule collection and announced the rebrand of Nike ID to Nike by You in a way that felt engaging and organic to style seekers aged 18-28.
