Levis – Go Forth
Role — Design, Motion Graphics
Agency — Razorfish
CHALLENGE
Develop an online presence for the Levi’s Go Forth campaign, which the brand had already launched in TV spots and print ads.
CONCEPT
Create an emotional connection to convey the campaign’s core message of underdogs triumphing in the face of adversity.
SOLUTION
Use motion, handcrafted typography and sound to capture the spirit of a community undergoing an inspiring transformation. Content featured and elevated the community of Braddock, Pennsylvania as a symbol of America’s rebuilding, following the recession of 2008, to convey the idea that “we may be down, but we’re not out.”
We built animated and video banners with sound to match the edit of the Go Forth TV spots, using the campaign’s established look and feel. Movement and steady pacing helped to build momentum—where the momentum was the message—to convey change and growth. Action sped up in the final frames to launch audiences into a space of optimism and hope, where hero copy drove action. Our banners linked to a microsite where audiences could learn about and be inspired by stories of reinvention. Using dreamlike and romanticized imagery, content focused on individuals and groups working to rebuild and transform their post-industrial town.