Levi's Jacquard.

The Jacquard jacket by Levi's and Google is the first product in an entirely new category. It's the classic Commuter Trucker jacket, yet has Google technology woven into its very fabric. We crafted an online experience and a video series that helped introduce the product to the world and showcased its innovative features.

Jonathan Cheung, Head of Global Design at Levi's, referred to the brand 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.

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. 

In support of the website, we created an inspirational anthem video that showcases how the Jacquard jacket enhances the daily journey of three commuters. J​ack 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.

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WEBSITE

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To promote the product launch and hint at the jacket's core features a social campaign was built around the produced photography and video content. The campaign also featured a series of in-store installations, aimed to fully express the technology behind the jacket.

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CREDITS

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Role: Creative Director
Director: Truen Pence
Editor: Kyle Stebbins
Photographer: Ryan Garber
Producer: Elliot Freeman
Agency Producer: Loretta Rae 
DP: Greg Schmitt
Agency: Instrument