Driven by curiosity, fear, or money (20XX → 2023)

Levi’s: Americana

How do you get tell your full range story and get subcultures to live together?

You do it with an Americana themed costume party and build a campaign from the results. That allowed us to explore all subcultures, all at once, all in 12 hours, all in front of the camera.

An outdoor advertising poster for Levi's Americana with a man and a woman
An outdoor advertising poster for Levi's Americana with a five women at a costume party
An outdoor advertising poster for Levi's Americana with a woman lying on a sofa at a party
The cover of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range
A page of a booklet for Levi's Americana new season range

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