The Levi’s® Made in the USA collection is a premium line of Levi’s products, using American denim and constructed in Texas. Our launch campaign portraits embrace the romance of the classic worn-in, textured pair of Levi’s. A subtle red, white and blue color scheme appear throughout as a nod to the Stars & Stripes.
We traveled to El Paso, Texas to photograph the factory and its employees. We interviewed key stakeholders at Levi’s and El Paso to help shape the strategy and messaging behind the launch.
Creative Directors : Jiae Kim, John Lee
Producer: EMEHT
Portrait Photographer: Alex John Beck
Stylist: Kat Typaldos
Set Design: Chelsea Maruskin
Still Life Photographer: Ben Alsop
Factory Photographer: Kevin Trageser
Copywriters: Joel Barnard