levi's® eureka lab 360° experience

Since 2014, the Live In Levi's® Project has celebrated the stories and styles of people around the world. In 2017, Levi's® wanted a different approach—something that gave new meaning to the LIL Project. They asked us for a global campaign that could showcase their latest products, recognize their iconic history and continue to inspire people to Live In Levi's®.

For the Spring/Summer 2017 iteration of Live in Levi's®, we wanted to highlight the creative teams within Levi's® that work every day to marry heritage and modernity in their products. We took to their San Francisco-based innovation lab to meet with the industry's top professionals - designers and denim experts, masters of their craft - to interview them about their work and document the incredible creative spaces they inhabit. 

The story of the masters at Levi’s® Eureka Lab isn’t linear, and so the method of content presentation needed to be richer than ever. The 360 experience is the first interactive work AKQA has done for Live in Levi’s®, and it elevates the platform to become more than just a content hub, but a choose-your-own-adventure maze for fans to explore and get lost in, exploring the Eureka Lab and hunting for video, photo, and editorial content hidden within hotspots throughout the building.

An AKQA San Francisco project for Levi's®.
CD: Ben Vrazo
AD: Myself, Cam Giblin
Designer: Myself
Writer: Crystal Yu
UX: Noah Conk

LiveinLevis.com

 
 
There's explorable content abound in the experience: viewers can learn about the history of the blue jean, see behind-the-scenes features on how Levi's® designs their new fits, and most importantly, witness how the creative geniuses at Levi's® are expressing themselves through the medium of denim.
 
The mobile experience is gyroscopic, transporting you right into the Eureka Lab - a pretty top-secret space that isn't consumer facing or accessible to the public. This is a building that is wild and messy, full of weird smells and incredible prototypes and technologies: it's truly a space where artisans and craftspeople and industry experts can come together to create something special.

The mobile experience is gyroscopic, transporting you right into the Eureka Lab - a pretty top-secret space that isn't consumer facing or accessible to the public. This is a building that is wild and messy, full of weird smells and incredible prototypes and technologies: it's truly a space where artisans and craftspeople and industry experts can come together to create something special.