Levi’s has long stood for durability and cultural relevance—a wardrobe essential passed down through generations. This lasting quality is more than iconic; it’s a quiet act of sustainability.

AKQA and Megaforce brought this idea to life through a powerful short film that follows a single pair of 501® Levi’s from the 1960s to today. As the jeans age and change hands, they remain a timeless symbol—evolving with each wearer while retaining their core identity.

Told through seven stages of wear, aided by Levi’s Innovation Lab, the story links classic comfort with sustainable style. Featured across digital, social, and broadcast, the campaign reimagines sustainability as emotional, enduring, and accessible.

My role: Senior Designer