Denizen from Levi's - Change it Up by Heat

Agency: Heat
Date: Sep 2018
Your Vote
Overall Rating
Opps, please vote again
16 votes

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



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


Mat Gibilisco



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




Tristan Holmes

Director of Photography

Jackson Hunt


Brook Pifer

Owner/Executive Producer

Danielle Hinde

Executive Producer

Jason Cole

Production Manager

Laney Camenga


Alicia Martinez



Executive Producer

Corinna Martinez

Production Manager

Isis Rivas

Line Producer

Ricardo Cordoba

Production Coordinator

Marco Cordoba

Production Designer

Fernanda Guerrero

1st AD

Khucame Morales


Cut + Run


Pete Koob

Assistant Editor

Stefan Manz

Executive Producer

Deanne Mehling


Brady Fiero



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



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


Brian Yessian

Audio Mixing

One Union

Sr. Engineer

Joaby Deal

Executive Producer

Vickie Sornsilp

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.