Levi's 10-year-old platform "Live in Levi's" was in need of new meaning. So in our first campaign with the iconic denim lifestyle brand, we called for the world to stop spectating to join us on the floor, in their Levi's. Our integrated campaign "The Floor is Yours" celebrates the brand as the “unofficial uniform” for progress and aims to connect people both culturally and personally, blending dance and music to capture this essence.
To kick things off, we collaborated with Grammy-winning producer Kaytranada and Channel Tres to premiere an unreleased track "Drip Sweat, paired it with a choreo crafted by an award-winning choreographer Sherri Silver and tapped director Omar Jones to bring it all together in a culture-led dance piece that invited our audience to take the floor.
On social, we took people behind the scenes to show how the choreography came together, along with film shots to inspire them to explore the latest Levi's collection through their personal style.
To further inspire people, we partnered with Vogue to spotlight two of our collaborators, choreographer Sherri Silver and stylist Bee Diamondhead, who are driving progress in their industries. In the editorial, the women talk about working together, progressing through their industries as Black African women and the Levi’s pieces they love most.
We even took it to Spotify and reminded people to not just listen to their favorite track but move to its beat.
The Floor Is Yours – Spotify Audio
TBWA\Chiat\Day
Role: Creative Director & Head of Social
Executive Creative Director: Dez Marzette
Group Creative Director: Ali Alvarez
Chief Design Officer & Head of Art: Bruno Regalo
Creative Director: Jeff Lam
Senior Art Directors: Gaia Elise, Ben Shafferly
Senior Copywriters: Natalie Dols, Luke Roloff
Art Director: Rachel Findlay
Copywriter: Jessica Nugent
Executive Creative Director: Dez Marzette
Group Creative Director: Ali Alvarez
Chief Design Officer & Head of Art: Bruno Regalo
Creative Director: Jeff Lam
Senior Art Directors: Gaia Elise, Ben Shafferly
Senior Copywriters: Natalie Dols, Luke Roloff
Art Director: Rachel Findlay
Copywriter: Jessica Nugent
