GINORMOUS
SERENA CONNELLY : : CREATIVE DIRECTOR
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Levi's Global

App Development, Event, Experiential, Global Site Redesign, Out of Home, Social Shopping

I was the ECD at Blast Radius when Levi's sent out an RFP for their Global Digital consolidation. I lead the creative portion of the pitch with a large, talented team around the globe. We won and began work immediately on a global site redesign, microsite, and Spring Campaign. The first phase of the new site is live, but the plans we proposed for the brand's future are perhaps even more exciting. The crux of this transformative win was the proposal of "Levi's OS". A device-agnostic, fully-integrated, cloud-based platform, which stores and manages all consumer information into one's unique Levi's ID.

This presentation ties all consumer touch points with the brand into one experience across web, retail, OOH, mobile, and at-home experiences. It also solved key issues for Levi's including: integrating social shopping and increasing fit confidence in online purchasing. The global site redesign (launched, 2013) consolidated North America, Asia, Latin America, and European platforms into one.

Executive Creative Direction: Serena Connelly / Creative Direction: Brian Tafel / Design and Art Direction: Jessica Lee, Sunny Kwok, AnnMarie Akong / Copywriter: Derekh Froude / Plus a revolving cast of 15 creatives from Wunderman NY and 5 international teams in the 5 key marketing regions for Levi's: China, Europe, Brasil, Japan, and India