Levi's x Google
Levi's x Google
Creative Direction, UX, Content
Jonathan Cheung, Head of Global Design, referred to Levi’s as a blank canvas for people to express their personalities in. The Jacquard jacket allows people to express themselves in a whole new way, so we crafted an experience that showcases the technology and design of the jacket with a look into the everyday lives of people who wear it.
The Jacquard jacket is the first product in an entirely new category. People don’t understand what it does, how to interact with it, or why they need it — yet. Therefore, we needed to create expectations for the technology and showcase everyday relevance for multiple lifestyles.
Through relatable vignettes we introduce the user to the product, show off a range of the jacket’s features, and illustrate how simple it is to interact with the technology. Leveraging the single-page format, a narrative organically weaves together each section, building the story through video and photography as the audience scrolls.
FILM – In support of the website, we created an inspirational mood piece that showcases how the Jacquard jacket enhances the daily journey of three commuters. Jack Kerouac famously said, ‘it’s about the journey, not the destination’, and that simple thought became the mantra behind the film. Three individual stories of people on the move in a variety of settings – on a busy train, skateboarding to work, downtown on a bike – are interwoven and demonstrates what happens when we are able to connect more fully to the moment we are in, while also staying connected to our device.