Photographer: Scott Rounds + Andrew Waits
I was brought in to focus on establishing a look and feel for the Levi's Sell-in shoot laydown category. The sell-in shoot's purpose is to set the visual vocabulary for the entire season and to preview + sell licensee partners on the product for the upcoming season. The team loved the direction so much that the imagery was licensed for customer facing usage and can be found throughout the website and social channels to support product photography and further story telling for their campaigns. I have been involved in this project for multiple season's which helped to shape the style guide of how laydown shoots should be structured and establish the standards of how Levi's laydowns should look. Special shout out to the photographers and incredibly talented stylists that make this work come to life, their ideas and collaboration really makes the work enjoyable and cool.
Responsible for: Seasonal Concept, Creative Direction, Location, Crew Recommendations, On-set Art Direction, Image Edit, High level guide of Usage: Stills + Gifs
Activation: Internal sell-in tool, levi.com, Social, PR materials