Levi's Performance: +Energy Jeans

Levi's I Shape My World

As the largest-scale project the AKQA office has worked on for Levi's, this behemoth required a dynamic visual identity to launch +Energy Jeans, featuring the energy-absorbing technology called "Celliant" (which had never been used in denim before). To prove out the technology of Celliant, our client made the challenging yet opportunistic decision to use BMX Olympic riders as our models. Additionally, this project consisted of a couple *firsts* for our team: first time selling through a new font (hello, Maison Neue!), and it was our first time creating a new brandmark for this particular client. 

As the largest-scale project the AKQA office has worked on for Levi's, this behemoth required a dynamic visual identity to launch +Energy Jeans, featuring the energy-absorbing technology called "Celliant" (which had never been used in denim before). To prove out the technology of Celliant, our client made the challenging yet opportunistic decision to use BMX Olympic riders as our models. Additionally, this project consisted of a couple *firsts* for our team: first time selling through a new font (hello, Maison Neue!), and it was our first time creating a new brandmark for this particular client. 

DELIVERABLES | visual system, in-store and window displays, out-of-home billboards, print layouts, video, paid digital media, social media assets

ROLES | art direction, set design, asset creation

SHOUT OUTS | strategy by Kristin Sargente, design by Hunter Patrick, copy by Bryan Dempler, video editing by Mike Schmitt and Andrew Birchett, design direction by Tyler King, creative oversight by E.B. Davis III, photography by Ethan Gulley, film direction by Jan Barcicowski, production by Rosco Production, Megan Mulligan, Ibeth Navarro, and account mgmt by Lana Olmer, Olivia Albanese

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Additional Work / Twerk

Levi's Sculpt SS20Project type

AppleProject type

Levi's Seasonal SS19Project type

Levi's 501 DayProject type

Levi's Holiday FW18Project type