Client: Levi’s · Year: 2025 · Industry: Fashion

Role: Art Director, Content & Creative Strategist, Campaign Designer

(The idea)

Cut From the Same Cloth introduces Levi’s new denim around a simple truth: the same fabric looks different on everyone who wears it. Different people, different washes, one shared thread.

(Objective)

Launch the new denim line with one idea that feels personal and inclusive, and that scales from intimate pairs to a full crew.

(Hero visual)

Five people, one fabric, one deep green backdrop. The headline runs oversized across the base of the frame, so the line literally passes through every person in it.

(One word)

WE. The campaign’s shortest line, built for square social placements. Real laughter, real contact and mixed denim pieces, tied together by a single word set right through the middle of the group.

(The pairs)

Same cloth, different washes. Three portrait executions, each built on a single denim tone:

• Light wash: Western shirts, headline in frame

• Rinse: Head-to-toe dark denim

• Mid-blue: Square format, logo only

(Visual system)

Blue denim against deep green, with the Levi’s red mark as the only other color. An oversized condensed sans in translucent grey sits across the base of the frame and overlaps the cast. The logo always holds the top-left corner, and everything else stays photographic.