ABOUT THE PROJECT
In 2023, Levi’s® celebrated 150 years of the 501® jeans with the 'The Greatest Story Ever Worn', spanning 37 markets and 19 languages. Every piece of this global campaign was inspired by the true stories of 501® wearers across history, from trading cows for denim to unexpected legacies. Thirteen captivating tales were captured as a glimpse into a wider shared narrative centered on the 501®.

I joined a talented team during their ideation process and concepted + designed the anniversary logo – transforming the iconic Levi's red batwing mark into the pages of a book, symbolizing the unfolding chapters of the 150-year legacy. This motif became an integral part of the campaign as the face of the global launch, encapsulating the essence of 'The Greatest Story Ever Worn'. And an invitation to the next generation to add their own page to the ever-expanding narrative that is still being written.

See the full campaign, here.