Levi's has long been entrenched in the music scene, allowing artists and musicians to express themselves on and off stage. The company wanted to reconnect with its musical roots and give back to an industry that has helped define the brand for decades.
The Levi's Music Project is an initiative that unites artists with their local communities to help inspire the next generation of musicians. We partnered with artists to create something uniquely tailored to their communities, ensuring their initiatives would make a meaningful impact and create a lasting impression.
We teamed up with 3 major recording artists: Alicia Keys, SZA and Vince Staples, all of whom threw their weight behind activations in their hometowns that helped provide kids in needs with access to music technology and education programs. We housed the Levi's Music Project on LiveInLevis.com, allowing people to learn about the program, explore the artists' stories, and donate directly to each cause.
An AKQA San Francisco project for Levi's®. CD: Tommy LaRoux, Ben Vrazo AD: Cam Giblin Writer: Crystal Yu Designer: Myself UX: Noah Conk