Commissioned as brand editor and creative strategist for a three-part online editorial campaign for Levi's.
VISIT TO THE ARCHIVES EDITORIAL
Developed the first story as a visit to the Archives at Levi’s HQ in San Francisco. The piece focused on how the rich history of Levi’s inspires modern collections via designers working inside this historic resource. In addition to concept work, the project included interviews, written content and an on-site photo shoot.
HOW TO CARE FOR YOUR JEANS
Creation of a definitive resource on the proper way to care for jeans. Outlined, researched and wrote a three-part mini-series on washing, deodorizing and spot-cleaning, while coordinating, producing and casting three corresponding videos to illustrate each method. The spots were filmed on-location at the Levi’s Haus of Strauss in Los Angeles by production company Schema Media.
THE ANATOMY OF A JEAN
The third segment centered on a film shoot at the Levi's Eureka Lab production facility in San Francisco, a location where designers experiment with new techniques and manufacture limited runs of specialized product. The video, also executed by Schema Media, followed the step-by-step construction of a pair of Levi’s 501s.