Levi's Fall Campaign,
Creative Direction for Levi's Fall '23 Campaign shot in Los Angeles by Sage East. Sage's strength is blending art + emotion, with an emphasis on spotlighting the stories of black men + women. I had worked with Sage on prior projects and she shows time and time again her ability to create such beautiful, considered work. The concept for this shoot was 'The Joy of Being Yourself' and I got the chance to collaborate with DP Jaminh Alcorn on bringing this vision to life with the video asking each real person "What do you wear that makes you feel powerful?" I feel proud + lucky to be a contributor to this work. I feel most powerful wearing a piece of vintage clothing...I like the idea of carrying that history with me, especially if it belonged to someone I know and that the clothes have a story to tell.
Responsible for: Seasonal Concept, Creative Direction, Casting, Location, Crew Recommendations, On-set Art Direction, Image Edit, Video Edit process, Retouch process, High level guide of Usage
Activation: Macy's, JCPenny, Kohl's, Target, Amazon, Levi.com, Social