Project Launch — Levi's® Commuter™ Fall 2014 Digital Campaign
Levi’s® Commuter™ is partnering with Instrument for their Fall 2014 Commuter™ digital campaign. The campaign celebrates modern bike commuters across the globe, uniting and inspiring them through an original film series and continued partnership with Visual Supply Co (VSCO®). The campaign runs through the end of August.
Designed for and by cyclists, Commuter™ is a capsule collection for Levi’s® that has gained a major following among urban cyclists. The technical and functional designs continue to impress riders who desire durable, performance-driven clothing in iconic Levi’s® styles. The Fall 2014 collection is inspired by the lifestyle of urban commuters all over the world and comes to life through two primary digital marketing activations:
1. “The Ride” film series
Three short films spotlight creative icons and their actual daily commutes: Kyle Garner of Sit and Read Furniture, poet and DJ James Massiah, and Tyrone Stevenson Jr. of Scraper Bike Movement. Stevenson, a resident of Oakland, narrates the final film with a commitment to help underprivileged youth become empowered through bike building. Visit Levi’s YouTube for upcoming releases.
2. VSCO® photography partnership
A global network of 30 influential photographers will share photo stories of their commutes as well as those of the icons featured in "The Ride" films. Additionally, a limited edition Levi's® Commuter™ Preset will be available for free download in the VSCO Cam™ in-app store, and is perfect for shooting in natural light throughout the day. Top images that capture the essence of the ride have the opportunity to be featured on the curated Levi's® Commuter™ x VSCO Grid. Photos can also be shared on Instagram with the hashtags #VSCOcam and #Commuter.
In addition to these activations, Instrument partnered with Levi’s® in crafting the overall campaign strategy while concepting and producing the film series, lookbook and social assets in-house. Instrument also managed the VSCO® partnership and individual photographer collaborations.
Levi’s® partnership with Instrument conveys the commitment they both have for emotive storytelling that resonates with creative and cycling-based communities, inspiring and equipping a diverse audience to get on their bikes and enjoy the ride.
Photo by Gabriel Flores