Levi Strauss & Co. - Future Vision

I had the chance to participate in crafting a future vision for Levi.com that would provide a totally new platform for the brand to scale their vision for e-commerce for the coming decade. My vision supported brand and product efforts equally, removing the divide between shopping and branded content. It centered around a personalized shopping experience for every customer, provided a coherent multi-platform sales tool, enhanced social presence, and introduced a socially-aware CRM program that embraced Levis' spirit of The Pioneers.

Braddock - We Are All Workers

In July of 2010, the iconic American denim brand Levi Strauss & Co. launched a new menswear campaign that showcased the indomitable spirit of the American worker in hard-hit cities like Braddock, PA. Levi's featured real-life residents of Braddock in out-of-home advertising, filmed their stories to be distributed online, and set aside funding to re-shape the landscape of Braddock itself. The big challenge was how to tie all of these efforts together, ensuring these real-life stories resonated with their audience, while also allowing the audience to directly support the resurgence of Braddock themselves.

We built a custom YouTube channel to aggregate all video content created in and around Braddock.

We also created a Google Maps mashup on Levi.com allowing users to literally walk the streets of Braddock using Google Street View. We integrated photography from Melodie McDaniel and a series of documentary videos by Aaron Rose to get customers deeply engaged in the story of Braddock at the street level.

Media partners like Complex allowed us to achieve scale and visibility, as well as offering us unique creative opportunities in rich media and page takeovers.

Working with partners engaged in giving and social progress, we spread the word about the campaign's work with GOOD magazine, let people contribute to the Braddock library with Kickstarter.com's first branded partnership ever, and allowed people from around the world to directly contribute to change in the small Pennsylvania town with Cindy Gallup's IfWeRanTheWorld.com