online campaign
razorfish | 2008
Levi’s asked us to create an online experience focused specifically on their female consumer. We thought it would be best to reach those real women by creating a campaign with real women. We found three real women with different body types to be our main spokeswomen for the Levi’s women’s line. In the end, we created this website (UPDATE: Unfortunately, this site has since been taken down).
The video above shows the website and other campaign elements such as banner ads, partner programs, etc. It was created by Mr. Paul Anders, one of the best and most radical motion designers around!
While primarily working as a Designer on this project, I was able to participate in all aspects of the project, from initial brainstorming all the way through to art directing the development team.
The site took two awards from W3:
Gold for Websites: Shopping
Silver for Websites: Fashion
It also won two awards from WebAwards for Fashion Standard of Excellence and Retail Standard of Excellence.
Creative Director: Sharon Greenwood
Designer/Art Director: Michael Showell
Designer: Nora Travis
Copy Writers: Mandi Middlestetter, Carl VanderZanden
Web Development: Ben Brewer
Landing page, woman selector
Rollover action
Loading page
Detail page
One Comment
Nice job on this video! It’s Awesome-tastic! : )