2x D&AD Black Pencils | 3x Cannes Lions Grands Prix | Ranked No.1 Copywriter No.2 CD in the world (Cannes lions)
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Levi's Tools

equipping the modern-day pioneer

CASE STUDY


INNOVATION x SOCIAL MEDIA MARKETING x BRANDED TECH

Levi's was celebrating 140 years with a souped up Amtrak train travelling the original route Levi Strauss took from New York to San Francisco to sell his 501s. The train set off with some of today's leading artists and thought-leaders on board, creating content together and sharing it with the world. But how could those influencers connect with fans across the world in real time?

To help them, four vintage art instruments were reinvented as modern-day social media devices: a SoundCloud/1956 Gibson guitar, Twitter/1901 Underwood typewriter, an Instagram/1936 Graflex camera, and an Instagram/1921 Bolex movie cam.

These tools combined many custom software and hardware add-ons, fusing old and new in true steampunk style. An original analog dial on the Bolex camera allowed users to switch Instagram filters, for example. Artists like Jack White, Dave Eggers, and Sofia Coppola were given RFID-embedded wristbands for instant login and sharing.

AGENCIES: AKQA, San Francisco x FakeLove, New York

ROLE: Creative Director x Copywriter

 

Cannes Silver lion

cannes Bronze lion

One Show Bronze

CLIO BRONZE

 

"Past and future collide in an amalgam of hacked technology." - Wired

"A reminder of the endless possibilities ahead." - Rolling Stone

"Levi's shows technology is the new Wild West." - NY TIMES

 

2.3 million social media impressions

433 million media impressions


TWITTER X UNDERWOOD NO. 5

TWITTER X UNDERWOOD NO. 5

SOUNDCLOUD X GIBSON ES-5

SOUNDCLOUD X GIBSON ES-5

INSTAGRAM X GRAFLEX STILL CAM

INSTAGRAM X GRAFLEX STILL CAM

INSTAGRAM X BOLEX MOVIE CAM

INSTAGRAM X BOLEX MOVIE CAM


THE TOUR