Levi's 150th Anniversary, Levi's x Hypebeast - Internal Video, London, UK - 2023, www.levi.co/uk
This reel highlights Levi's initiative to celebrate its 150th anniversary, using this milestone as an opportunity to tell stories and strengthen its connection with a Gen Z audience.
They built a first-of-its-kind Gen Z online platform, giving creatives the chance to express their talents.
We had already established a good relationship with the client, so we knew their taste and what they aimed to achieve. I personally investigated Levi's and the Hypebeast platform from an aesthetic viewpoint, gathering a series of images and clips to reuse in my reel.
The brief required us to create this reel following the latest Levi's design system and branding guidelines: applying vintage-retro video effects while simultaneously using a fresh, Gen Z-oriented visual identity, which was quite tricky due to the time gap between these two eras (the '60s vs. the latest generations).
We were given enough creative freedom as a team to develop the storyboard, thanks to our previously established long-term relationship with the client.
The project was primarily composed of three parts:
- 150th Anniversary Celebration
- Levi's x Hypebeast Showcases
- Collaboration Results in terms of coverage, social impact, and value.
Levi's Logo
Once we properly analyzed all the client material and brief, we proceeded to model the content (clips, images, and copy) through the storyboard, splitting it into keyframes.
Levi's Font System
Levi's Moodboard
Levi's x Hypebeast Moodboard
Storyboard (PowerPoint Format)
Once the storyboard was created, we proposed it to the client for approval. After approval, we moved straight into production.
Final Reel
Fortunately, the client approved the video quickly, with minimal revisions. Job done! 😊
