Levi’s 501 jeans were losing relevance and market share to designer brands like Tommy Hilfiger, Ralph Lauren and Donna Karan.

They needed to make a statement and reestablish themselves as the timeless classic in a fashion-centric category.


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These wallscapes and posters were plastered all over Times Square and other urban centers in Chicago, LA and SF.

Our friends in media purposefully placed them right next to competitive boards featuring Euro-cool super models.

I had the privilege of working directly with Lee Clow on this. Pam Grier and Oscar De La Hoya were pretty cool too.

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