SPEC WORK: ME x LEVI’S
A speculative campaign turning every new pair of Levi’s into a personal collaboration.
PROJECT CONTEXT
This speculative Levi’s campaign explores how the brand could speak to Gen Z without leaning on nostalgia alone. There are three boards: an evolved mark, a new brand voice, and one campaign idea. My response reframed the challenge from “make Levi’s feel young” to “make new Levi’s feel personally authored.”
Through research and analysis, I identified a key tension: Gen Z values thrifted denim because it feels specific, storied, and already lived-in. ME x LEVI’S brings that emotional value into a new pair by turning the wearer into the collaborator.
Through research and analysis, I identified a key tension: Gen Z values thrifted denim because it feels specific, storied, and already lived-in. ME x LEVI’S brings that emotional value into a new pair by turning the wearer into the collaborator.
Creative Strategy
ME x LEVI’S
Every pair is a collab.
Levi’s provides the original — denim, fit, red tab, durability, and heritage. The wearer completes it through styling, marks, movement, memories, and time.
The visual system combines the classic Levi’s red tab with a handwritten ME mark, creating a contrast between brand heritage and personal authorship.
MOODBOARD RESPONSE
For the original application, I translated the strategy into three connected boards responding to the brief: mark, voice, and campaign.
Board 1 — The Mark EvolvesThe Levi’s red tab becomes a shared signature system, pairing brand heritage with the wearer’s handwritten mark.
Board 2 — The Brand SpeaksThe voice shifts from selling authenticity to inviting authorship: direct, human, and participatory.
Board 3 — The CampaignThe campaign introduces ME x LEVI’S as a platform where every new pair becomes a personal collaboration.
Board 1 — The Mark EvolvesThe Levi’s red tab becomes a shared signature system, pairing brand heritage with the wearer’s handwritten mark.
Board 2 — The Brand SpeaksThe voice shifts from selling authenticity to inviting authorship: direct, human, and participatory.
Board 3 — The CampaignThe campaign introduces ME x LEVI’S as a platform where every new pair becomes a personal collaboration.
Campaign Extension
After completing the moodboards, I continued into a fuller advertising campaign to show how the concept could live beyond the application.
Final Campaign
The final campaign imagines Levi’s as a brand that does not simply ask Gen Z to buy into its history, but invites them to begin their own.
ME x LEVI’S reframes a new pair of jeans as a shared object: made by Levi’s, finished by the wearer.
The work combines strategy, art direction, styling, photography, AI experimentation, Photoshop refinement, and campaign layout design.
ME x LEVI’S reframes a new pair of jeans as a shared object: made by Levi’s, finished by the wearer.
The work combines strategy, art direction, styling, photography, AI experimentation, Photoshop refinement, and campaign layout design.
PROCESS
I began by styling and photographing a model in a full look designed to carry the campaign’s message. The outfit paired relaxed denim with an oversized white shirt, a red tie, and minimal accessories, balancing classic Levi’s codes with a more personal, Gen Z-inspired attitude. The red tie became a subtle echo of the Levi’s red tab, while the handwritten ME mark turned the jeans into the central authorship space.
Using the original photographs as a foundation, I researched background textures and visual references from different artists, then worked with AI and Photoshop to develop the final campaign imagery. AI helped me explore atmosphere, composition, and visual direction quickly, but Photoshop was essential for precision: refining brand placement, typography, denim details, texture, and layout.
This hybrid process brought together styling, photography, research, AI-assisted ideation, and hands-on post-production — showing how the campaign could move from strategic concept to finished visual system.
Using the original photographs as a foundation, I researched background textures and visual references from different artists, then worked with AI and Photoshop to develop the final campaign imagery. AI helped me explore atmosphere, composition, and visual direction quickly, but Photoshop was essential for precision: refining brand placement, typography, denim details, texture, and layout.
This hybrid process brought together styling, photography, research, AI-assisted ideation, and hands-on post-production — showing how the campaign could move from strategic concept to finished visual system.
Original Photographs
Ai Generated
AI-generated Background Exploration
AI-assisted product shots
Customization Process: The Open-Back Tee