LEVI STRAUSS & CO.
FORT WORTH STOCK SHOW & RODEO
BRIEF
Emphasize Levi’s connection to Western heritage at the Fort Worth Stock Show.
SOLUTION
After several rounds of ideation it was decided that the primary component of this project would be dramatic participation in the stock show’s parade, accompanied by a social campaign, and smaller activations in front of local Levi’s stores. The centerpiece was a covered wagon with a custom denim bonnet, flags, and painted banners inspired by the Levi’s archive. It sat displayed at the store activations, roared through downtown Ft. Worth in the parade, and helped us win the Western Heritage Award.
MY DELIVERABLES
Sketch Ideation of activation, embroidered patch designs, concepting and art direction of denim wagon and associated sign painting.