2 x D&AD Black Pencil Winner, 3 x Cannes Lions Grand Prix Winner
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Make Our Mark

USER-GENERATED ART FOR A NEW GENERATION OF ORIGINALS

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

 

"An ambitious project and impressive digital campaign." - CREATIVE REVIEW



proj 1 clip: DATA-DRIVEN SCULPTURE (made in webgl) with USER-GENERATED TEXT and IMAGES VIA TWITTER AND INSTAGRAM

designed by cedric kiefer (oNFORMATIVE, berlin)


proj 2: DATA-DRIVEN BEATING HEART WITH USER-GENERATED SOUND and IMAGES VIA SOUNDCLOUD AND INSTAGRAM

DESIGNED BY AKQA TEAM


proj 3: DATA-DRIVEn Experience with user-generated TEXT and SOUND via twitter and soundcloud

DESIGNED BY JUSTIN WINDLE (GOOGLE LABS, NY)


the live projects were hosted on a GLOBAL site