advert-body-2 by Heat
- Location:
Heat has been selected as the agency of record for the Denizen from Levi’s brand, and to celebrate the partnership the agency has launched the brand’s first-ever global campaign.
The campaign, ‘Change It Up,’ was created to elevate the Denizen brand’s visibility with its primary audience worldwide. To do this, Heat tapped into the themes of optimism and connection, two values that Denizen found resonate with their primary buyers. The campaign is designed to help the Challenger brand from Levi Strauss & Co. stand out in the fashion and apparel category.
Instead of employing traditional, linear storytelling, Heat wrote the launch film to play out in reverse. As it opens, we see a diner with a party in full swing – complete with confetti cannons and dancing millennials in denim – before going back in time to reveal that it was the simple decision of one couple to ‘change it up’ that took the diner from sleepy to party
Credits
Client
Levi Strauss & Co.
VP Global Marketing, Challenger Brands
Karen Riley-Grant
Director, Global Brand Creative
Shelley Parsons
Manager, Global Marketing
Stacey Kobelski
Manager, Global Marketing
Genevieve Reed
Sr. Project Manager
Michele Essayan
Stylist
Mat Gibilisco
Agency
Heat
Executive Creative Director
Elaine Cox
Creative Director
Jonathan Byrne
Associated Creative Director
Sally Hastings
Associated Creative Director
Scot van den Driesen
Head of Production
Elisa Moore
Sr. Producer
John Riddle
Associate Producer
Aimee Bosley
Group Account Director
Olivia Balicki
Account Supervisor
Merima Heric
Account Executive
Savana Scarlett
Account Executive
Paris Clark
Head of Business Affairs
Ramin Mirshah
Business Affairs Coordinator
Sarah Henning
Production
Doomsday
Director
Tristan Holmes
Director of Photography
Jackson Hunt
Photographer
Brook Pifer
Owner/Executive Producer
Danielle Hinde
Executive Producer
Jason Cole
Production Manager
Laney Camenga
Producer
Alicia Martinez
Production
Mastodonte
Executive Producer
Corinna Martinez
Production Manager
Isis Rivas
Line Producer
Ricardo Cordoba
Production Coordinator
Marco Cordoba
Production Designer
Fernanda Guerrero
1st AD
Khucame Morales
Editorial
Cut + Run
Editor
Pete Koob
Assistant Editor
Stefan Manz
Executive Producer
Deanne Mehling
Producer
Brady Fiero
Post
Jogger
Sr. Flame Artist
Mark Everson
Sr. Assisant Editor
Max Holste
Color Correction
Company 3
Sr. Colorist
Stefan Sonnenfeld
Executive Producer
Ashley McKim
Sr. Producer
Katie Andrews
Music & Sound Design
Yessian
Composer
Ben Eberdt, Yessian Music
Creative Director
Andy Grush
Executive Producer
David Gold
Sr. Producer
Katie Overcash
Sound Design
Mike Baluha, Jeff Dittenber
Head of Production
Michael Yessian
CCO
Brian Yessian
Audio Mixing
One Union
Sr. Engineer
Joaby Deal
Executive Producer
Vickie Sornsilp
