TURNING A STORE OPENING INTO AN OTHERWORLDLY INVASION
Concept and Art Direction
THE WORK
When Levi’s opened its largest denim store in the city, we wanted to make sure no one could resist the draw of its iconic jeans. Enter the
D-Invasion: a 1950s sci-fi-inspired campaign that transformed Levi’s signature styles into alien creatures, invading the city with denim power.
D-Invasion: a 1950s sci-fi-inspired campaign that transformed Levi’s signature styles into alien creatures, invading the city with denim power.
Each piece in this series was designed to feel like a thrilling encounter from a classic sci-fi movie. We reimagined Levi’s iconic button-fly as UFOs hovering ominously over the skyline and towering denim creatures roaming the streets. The bold visuals were featured in posters, OOH installations, and POS, cementing Levi’s presence as a true icon of the city.
Each alien creature was inspired by specific Levi’s styles—like the tripod Geleng Leg, drawn from the sturdy 504 denim, and the eerie Fit-iur Leg, inspired by the sleek lines of the 511s.
