Levi’s x Justin Timberlake

Levi’s x Justin Timberlake

Rooted in themes of quality and self-expression, the Fresh Leaves collection is a manifestation of Justin’s lifelong connection with the brand, and a reflection of what made him who he is today.

AKQA’s San Francisco studio facilitated the global launch, encompassing full-length videos, still photography, a bank of social content, massive billboards, and print ads, effectively introducing the collection to millions of fans around the world. The team led production in Paris alongside director Stefanie Soho and Saltwater Films, recreating a full backstage experience and shooting in neighbourhoods surrounding central Paris.

The campaign leans into the juxtaposition of modern and classic themes. The 16mm film treatment coupled with clean studio backgrounds and a cast of intriguing characters yielded an aesthetic with one foot in the past, and one in the future.

The campaign was met with a massive press response from the likes of High Snobiety, Complex, and GQ.