Levi’sCommuter 2014

Still from the Levi’s 2014 case study film: a camera operator filming on a city street

Led the digital campaign forthe second year in a row forLevi's Commuter,

Client: Levi’s
Project: Commuter 2014
Category: Video / Social

a product line geared toward the urban cyclist, with a grassroots approach to creating and sharing content.

What I did

Senior Producer

Greg Schmitt (Director of Photography) and I are now close friends and teammates on our bike team, Mettle Cycling.

In 2014, the agency established direct relationships with an even larger network of new photographers, many of whom we found using last year's campaign hashtag. This year's stories were told by filming icons and were carried on social by influential photographers who documented the icons with exclusive VSCO Journals.

A rider in a white shirt and grey beanie leaning on his bike handlebars on a dark street

Photographers were found globally to produce content in collaboration with VSCO, content that surfaced as the most engaging creative across all Levi’s channels. In 2014, there was direct relationships with an even larger network of new photographers, many of whom we found using last year's campaign hashtag. This year's stories were told by filming icons and were carried on social by influential photographers who documented the icons with exclusive VSCO Journals.

The Oakland Scraper Bike team lead by Tyrone Stevenson.