Levi’s x George Kittle: Campaign

AKQA, 2023

The Ask:
Extend the brand’s partnership with the San Francisco All-Pro Tight End by positioning him as a Levi’s brand ambassador.

The Solution:
Tell the true story of how George has literally been wearing Levi’s since he was just a little Kittle.

The Social Posts

We took a trip down memory lane with George as he told us stories about his younger years wearing Levi’s. His mom even over-nighted us the cutest family photos.

The videos are best watched on Instagram 👀 👇👇👇👇

The Blog

I also took the transcript from the interview and translated that into a quick blog post for Levi’s — offering fans a bit more substance to his answers than we could fit in social videos.

My Role:
As Copy ACD on the project, I partnered with our Art ACD to come up with our overall concept, develop the stories, and plan the shoot. I was in charge of crafting all copy — video scripting, blog post, radio spot, email, and beyond. I was also on set as Director for the shoot day (first time being at the top of the call sheet).