For fall/winter ‘23, Shot on the vibrant streets of Tokyo, We worked with the renowned Kaihara Denim Mills to pay tribute to the long, rich history of Japanese craftsmanship. Harnessing traditional techniques and expert precision.

Creative Agency: Ken Office, Tokyo

My team developed all the localised creative work for the APAC region. My role was to ensure the global ideas have a local feel and also ensure the local ideas have a global feel, making the work resonate and truly connect with the fans.

My team worked with the talented K-pop group NewJeans. We focused on Gen-Z styling and hyper-personalization of their individual looks, featuring 1 of 1 customized 501’s, inspiring a new generation of Levi’s® and NewJeans fans.

Creative Agency: Grey, Korea

For this campaign, we focused on the key elements of future focused design, modern shapes and celebrating the “perfect imperfections” of the seasonal capsule.

Creative Agency: Monster Children Creative, Sydney.

In this regional led work, we re-imagined the 90’s oversized classic, Levi’s® Silver Tab Jeans. Shot in Tokyo for the global market.

Creative Agency: Ken Office, Tokyo

My team led the creative direction and communications strategy for a range of global and local campaigns highlighting the “Performance” range of products.

Creative Agency: Monster Children Creative, Sydney

Led the global creative direction for a centre of culture moment. the story highlights talented 2020 USA Olympic hopefuls in the new “skate” and “BMX” disciplines. Their journey speaks to how skating and BMX are more than just sports, they are intertwined with alternative culture and self expression.

Creative Agency: Monster Children Creative, Los Angeles & Sydney.

A campaign that broke new ground, bridging the gap between the Virtual space and reality. the collaboration blended imagination, movement and a local market insight to reach new audiences. Levi's® x QQ Dance combines the classic Levi's® Engineered Jeans™ series with the game elements in QQ Dance by 3D.

Creative Agency: AKQA, Shanghai