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
Writer: Crystal Yu
UX: Noah Conk