A campaign developed to motivate Levi's audiences and incite action to increase voter participation in the 2020 election.
As the first permitted campaign in San Francisco following the pandemic lock-down, I spearheaded both art direction and all campaign photography for the Levi's 2020 Vote campaign, in partnership with Rock the Vote.
Campaign art direction
Photography
Design
Learning that only 55% of Americans voted in the 2016 election, and only 46% of Americans 18–29 cast their vote, we realized there was an opportunity through this campaign and the partnership between Levi's and Rock the Vote to shift to conversation from voting for people to voting for principles.
We aimed to encourage our audience to stop talking, posting, and online-arguing about their opinions around the election and instead to vote about it — especially after a time when many felt disconnected from their communities.
While our art direction was partially inspired by photojournalistic images from The Civil Rights Act of 1964 and the Voting Rights Act of 1965, we also sought to embody a positive, optimistic and youthful outlook on the act of voting and voter registration.
Many images were intentionally captured to show the cast taking action, within their communities, and with the intent of conveying forward momentum through motion and literal progress through the frame.
Due to the COVID-19 pandemic, in order to limit contact to pods of individuals who already had contact, we strategically cast models who were Levi's employees and friends of the brand. Due to additional restrictions around the number of people who could be present on location, I acted as the photographer for this campaign as well as the art director.
Creative Director: Jen Hays
Copywriter: Bryan Dempler
Senior Designer: Hunter Patrick
Producer: Molly Hayes
A campaign developed to motivate Levi's audiences and incite action to increase voter participation in the 2020 election.
As the first permitted campaign in San Francisco following the pandemic lock-down, I spearheaded both art direction and all campaign photography for Levi's 2020 Vote campaign, in partnership with Rock the Vote.
Campaign art direction
Photography
Design
Learning that only 55% of Americans voted in the 2016 election, and only 46% of Americans 18–29 cast their vote, we realized there was an opportunity through this campaign and the partnership between Levi's and Rock the Vote to shift to conversation from voting for people to voting for principles.
We aimed to encourage our audience to stop talking, posting, and online-arguing about their opinions around the election and instead to vote about it — especially after a time when many felt disconnected from their communities.
While our art direction was partially inspired by photojournalistic images from The Civil Rights Act of 1964 and the Voting Rights Act of 1965, we also sought to embody a positive, optimistic and youthful outlook on the act of voting and voter registration.
Many images were intentionally captured to show the cast taking action, within their communities, and with the intent of conveying forward momentum through motion and literal progress through the frame.
Due to the COVID-19 pandemic, in order to limit contact to pods of individuals who already had contact, we strategically cast models who were Levi's employees and friends of the brand. Due to additional restrictions around the number of people who could be present on location, I acted as the photographer for this campaign as well as the art director.
Creative Director: Jen Hays
Copywriter: Bryan Dempler
Senior Designer: Hunter Patrick
Producer: Molly Hayes