As Creative Director at Instrument I developed the digital strategy and lead the campaign creative direction with a mobile-only approach to photojournalism through an exclusive partnership with Visual Supply Co.
Developed together with Visual Supply Co. partners Greg Lutze & Joel Flory. The goal was simply to facilitate and encourage beautiful, interactive storytelling on mobile through VSCO's robust network of photographers.
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. Both where 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 theme "We Go to Work". We set out to find people who were both pushing the boundaries of their own work, and were also 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.
In the first month we saw over 300,000 users download the Preset Pack. In total, photos tagged #vscocam #commuter generated over 700,000 engagements.