Levi's

Crafted compelling copy for two spec print advertisements for Levi's, each strategically leveraging distinct facets of the brand's rich history and iconic design. The first ad captured the powerful moment of the Berlin Wall's fall, weaving a story around the aspirations of young East Germans who yearned for a symbol of Western freedom and individuality: a pair of Levi's jeans. The copy aimed to evoke the emotional connection people forged with the brand during pivotal cultural moments. The second ad honed in on the instantly recognizable red back pocket tag, exploring its evolution into a global emblem of quality and authenticity. Through concise and evocative language, this piece sought to reinforce Levi's timeless appeal and enduring status as the quintessential denim brand.