Levi's

Levi's Redloop, launched late 2005. As Lead Art Director, the tagline, photography art direction, set design, and the overall look of the campaign were mine. The original direction was safe, fashion-forward, and exactly what the category expected. The bold, controversial direction the work took was a call made on the shooting floor. Several outdoor hoardings were subsequently banned. The campaign won Most Admired Brand of the Year and the Special Jury Award for Most Innovative Fashion Campaign at the Lycra Image Awards '06, and took a Bronze Effie for print. Conceived originally as an MMS-forwards-led idea, it was among the earliest fashion campaigns in India built around mobile-first distribution.