DIGITAL CRAFT x CREATIVE USE OF DATA x SOCIAL MEDIA MARKETING x CO-CREATION
How does Levi's reach a new generation of makers and explorers who live and create online? Host a series of social art projects where fans can collectively shape each project using their own creativity.
Leading "generative" artists were commissioned to design and code each experience.
For each project, fans were prompted to answer a question such as "What's your passion?" with a social post. This could be a tweet, photo, audio recording, even an original composition.
As the community responded, their submissions drove the data art.
All the live projects were housed on an interactive microsite. Each one was searchable and shareable - a living landscape representing new expression and new frontiers.
AGENCY: AKQA, San Francisco
ROLE: Senior Copy Writer