As Creative Director at Instrument I lead the development and partnership with the Levi's® Commuter brand and social teams to recognize and celebrate a redefinition of "work" and spread the idea of cycling as the "new commute" with a multi-narrative, storytelling approach to social publishing
In a two-month sprint of digital storytelling, we put Levi's square in the middle of a cultural shift that's building across the world. By evolving the Commuter brand with a campaign that strategically focuses on stories that best relate to each social media community. This series of short films about creative thinkers and makers who commute to work by bike carries the torch for a host of stories big and small that weave together across social channels and America's most creative and bike friendly cities.
A mobile-only approach to photojournalism through an exclusive partnership with Visual Supply Co.
We developed the partnership between Levi's® x VSCO with Visual Supply Co. partners Greg Lutze & Joel Flory, ultimately brokering the idea with Levi's. The goal was to facilitate and encourage beautiful, interactive storytelling on mobile through VSCO's robust network of photographers. As the first VSCO brand partnership, we've been deliberate about the appropriate way for Levi's to keep it authentic, and the results have been staggering.
We created the Limited Edition Levi's® Commuter Preset Pack that is freely available for any VSCO Cam user to download. There are two filters: one color and one black & white. These were inspired by classic analogue films and capture the heritage of the Levi's® brand.
We collaborated with VSCO to identify photographers that embody the spirit of the campaign. We set out to find people who were both pushing the boundaries of their own work, and were connected to the bike commuting community. Focusing on the cities that the Levi's Mobile Bike Shop Tour visited throughout August, we raised a small syndicate of collaborators in Portland, San Francisco, Austin, Denver, Minneapolis and New York City. All in all, 20 photographers contributed a photo story including Benjamin Heath, Joshua Kissi of Street Etiquette, Rog Walker, Mackey Saturday, and Oregon's very own Matt Pierce,Kevin Russ, and Andrew and Carissa Gallo.
Additinonally we created a Levi's® Commuter Lookbook: ￼A product story told through a creative art x fashion lens. By telling the technical details and innovative elements that are crucial to the Commuter story through imagery that speaks to our Creative Class’s aesthetic tastes and interests. The anchor is a set of striking images designed to resonate with style sites as well as Tumblr and Instagram curators. In collaboration with photographer Anthony Blasko. Notable press: HypeBeast, Whiskey Grade