Levi's

Shape What's To Come: global digital campaign supporting new product launch for millenial women.

  • Campaign with a goal to connect millenial women around the world and provoke discussions around shared passions, inspiration and mentorship. We've build a digital platform which would enable like minded women to support each other, share similar experiences and expertise and help each other in reaching personal or professional goals.

    The virtual community had offline extensions - local meetups, feature at TEDWomen and performances by Zooey Deschanel and Janelle Monae. This initiative was supporting the launch of CURVE ID, new line of jeans for women.

 

  • Creative Direction, Design
  Moodboard 1 - visual exploration of the notion of modern femininity. Test material for focus groups in Paris.    

Moodboard 1 - visual exploration of the notion of modern femininity. Test material for focus groups in Paris.

 

  Moodboard 2 - visual exploration of the concept of craft, nostalgia, and inspiration as perceived by millenial women. Test material for focus groups in NYC, London.    

Moodboard 2 - visual exploration of the concept of craft, nostalgia, and inspiration as perceived by millenial women. Test material for focus groups in NYC, London.

 

  Moodboard 3 - resonance of Americana in global culture. Test material for focus groups in Tokyo.

Moodboard 3 - resonance of Americana in global culture. Test material for focus groups in Tokyo.

  Concept 1    

Concept 1

 

Levis-Kasia5.png
  Concept 2    

Concept 2

 

  Poster design.    

Poster design.

 

  Final direction; website design - landing page.    

Final direction; website design - landing page.

 

  Search by most popular topic.    

Search by most popular topic.

 

  Search by keyword, term and member name.    

Search by keyword, term and member name.

 

  News page.    

News page.

 

  Active discussions page.    

Active discussions page.

 

  Member profile section.    

Member profile section.

 

  Member dashboard.    

Member dashboard.

 

  Brand ambassador's blog (custom Tumblr design).    

Brand ambassador's blog (custom Tumblr design).

 

  Documentary promoting the campaign:     http://www.youtube.com/user/Shapewhatstocome

Documentary promoting the campaign:

http://www.youtube.com/user/Shapewhatstocome

This work is a property of Edelman and Levi's.