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  • Serena
  • Serena Creative Director / Copywriter / Creative Technologist
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Levi's Global

I was the ECD at Blast Radius when Levi's sent out an RFP for their Global Digital consolidation. I lead the creative portion of the pitch with a large, talented team (see credits below) working day and night for over a month. We won and began work immediately on a global site redesign, microsite, and Spring Campaign. The first phase of the new site is live, but the plans we proposed for the brand's future are perhaps even more exciting. The crux of this transformative win was the proposal of "Levi's OS". A device-agnostic, fully-integrated, cloud-based platform, which stores and manages all consumer information into one's Levi's ID. This presentation ties all consumer touch points with the brand into one experience across web, retail, OOH, mobile, and at-home experiences. It also solved key issues for Levi's including: integrating social shopping and increasing fit confidence in online purchasing. The global site redesign (launched, 2013) consolidated North America, Asia, Latin America, and European platforms into one.

Project Roles
Copywriter, Creative Director
Company
Blast Radius
Skills
Broadcast, Conceptual, Copywriting, Creative Direction, Digital, Digital Tech, Environmental, Experiential, Fashion, Integrated, Interactive, Lifestyle, New Business, Strategy
Media
Advertising, App Design, Apparel, Brand Films, Brand Guidelines, Branded Content, Interactive Installations, Interactive Videos, Mobile Apps, Websites
Project Industries
Fashion, Lifestyle
Levi's Global
Levi's Global
Levi's Global
Levi's Global
Collaborators