Client

Levi's

Prior to the public release of the Levi’s Twisted Originals - engineered jeans range, Microdot were commisioned to create a media awareness campaign. The purpose of this campaign was two fold, firstly to alert the media to the forthcoming launch of a brand new Levi’s product and secondly explain the concept behind the new ergonomically designed jeans.
The collateral was sent to radio, television and press, it was accompanied by up front campaign advertisements along with sound track on Microdot designed CD.

Referring to text books of technical engineering drawing and printing on materials used in plan layouts by architects, the evolution from the Levi’s classic 501 to the twisted side seamed jean was plotted.

Lenticular images were used to highlight the transition from old to new.

Pre press cromalin proof of a campaign composite.

Product description detail.

Project branding.

Having browsed through the ‘architects plans’ the viewer arrives at the finished article, inspired by but totally removed from the classic Levi’s 501.