The Brief
Create a series of two posters for Levi’s that encapsulate the brand’s spirit of creativity, authenticity, and cultural relevance. These posters should serve not only as promotional material but also as artistic expressions that resonate with Levi’s target audience. The goal is to create visually striking and thought-provoking designs that reflect Levi’s identity while also connecting with contemporary cultural trends.
The Solution
Reflection
I decided to transform my campaign into moving posters by painting them on the back of Levi’s denim jackets. This approach turns the jackets into more than just advertisements—they become artistic inspiration, style statements, and sources of positivity. My goal was to create a campaign that brings joy to Levi’s customers and others by promoting kindness as a trend, conveyed through uplifting messages on the jackets. The concept, titled "Inspiring Joy," represents the happiness sparked by the creative designs on the jackets, enhancing Levi’s brand image not only in the eyes of customers but also potential customers who admire the design and message. Inspired by Levi’s pop art-themed ads, I modernized the style with bright colors and blended elements, using skills from my fine arts background.The Levi’s logo is prominently placed, but the positive affirmations are the focus, encouraging word-of-mouth advertising as people inquire about the designs. I chose paint for its versatility on denim, using a paint marker for detailed lettering and employing a mix of monochromatic and contrasting color schemes to highlight key elements. The result is a modern take on pop art that aligns with Levi’s branding while adding a unique, personal touch.
