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Levi's "What's True"

Levi’s became fashionable because they weren’t.  Generations of kids wore them precisely because they weren’t what they were supposed to wear. The perpetual question for marketers is do you try to change Levi’s into a fashion brand or do you be true to its roots and let those who wear them determine what is true fashion? Is it possible to tell someone to wear Levi’s, or do they tell you? TBWA/Chiat SF sought out trendsetter and influencer teens to tell their own true stories to Errol Morris. Nothing could be more honest.

Project Roles
Art Director, Creative Director
Company
Levi's
Skills
Art Direction, Creative Direction, Conceptual
Media
Commercials - Radio, Commercials - Video, Magazines, Posters
Project Industries
Advertising, Fashion
Levi's "What's True"
Levi's "What's True"