Denizen from Levi's - Change it Up by Heat

Agency: Heat
Date: Sep 2018
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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

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