NORTHERN CALIFORNIA BRAND MEETS NORTHERN CALIFORNIA POP CULTURE ICON
THE CHALLENGE /
Celebrate the connection of two Northern California Icons.
THE STRATEGY /
A multi-channel campaign to celebrate Emma Chamberlain’s first capsule collection with Levi’s®. Set in a woodsy Northern California storybook setting the campaign created a charmed atmosphere, graced with the easy warmth showcasing a thoughtfully curated collection. Inspired by where Emma grew up, the experiences and places that shaped her effortless personal style.
THE BIG IDEA / WITH LOVE FROM SAN FRANCISCO
We bridged the voice of both to create a story true to the “from your dad’s closet brief and the Levi’s® brand. We shot the campaign using the backdrop of Northern California's diverse natural world. From the verdant redwood forest to the foggy bluffs overlooking the Pacific, locations brought Emma's thoughtfully co-designed collection to life.
CAMPAIGN ECOSYSTEM /
The campaign came to life across all channels from in-store, flagship and OOH
to social and ecomm. On Levi’s Off The Cuff and across Levi.com, Levi’s app, and select flagship stores: SoHo, Market St SF, and Century City. Holiday Extension: “It’s Giving Season” campaign + Emma’s Edit gift guide, with Emma acting as contributing creative director. Broad fashion and retail coverage.
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