Levi’s 501

The Number that Changed Everything 

501® is the number that started it all. Since 1873, this legendary fit has gone from the utilitarian uniform to true icon status. The reason? This blueprint for all blue jeans is the ultimate blank canvas for creative self-expression and the launchpad for your own signature style. 501® Jeans changed everything. 

The original. The Icon. The denim legend. For over a century 501® Jeans have signified lives lived freely and true to oneself. They have transcended generations, tapped into emerging subcultures and have come to symbolize individuality and freedom of expression. To reintroduce this fit to a new denim-obsessed generation, I conceptualized a campaign that would help reinforce how 501® Jeans truly changed the game. For two seasons, we linked up with a group of visionaries to discuss the moment that everything changed for them–in the same way 501® Jeans forever changed the denim landscape. 

As an embedded freelance member of the in-house creative team, I conceptualized the campaign, which was shot by acclaimed photographer Collier Schorr, performed all interviews, wrote all scripts, social, OOH, and digital copy.