Summer 2025
Background
This campaign concept explored a potential collaboration between K-pop group LE SSERAFIM and Levi’s. The goal was to bridge both brands’ emphasis on confidence, transformation, and social expression through a unified Gen Z-focused strategy.
Approach & Process
Research and Discovery
I analyzed both Levi’s legacy of cultural messaging and LE SSERAFIM’s current positioning in the global K-pop space. I also researched Gen Z values around self-image, activism, and fashion preferences to ground the campaign in real consumer behavior.
Design and Development
The campaign was designed as a multi-platform concept with flexible storytelling formats.
Brand Alignment: Developed shared campaign themes rooted in fearlessness, individuality, and empowerment
Visual Moodboards: Built art direction that blended denim heritage with pop-culture aesthetics
Platform Strategy: Outlined social media rollouts across Instagram, TikTok, and YouTube with potential influencer tie-ins
Results and Impact
The campaign provided a strong example of creative strategy, audience research, and brand alignment. It enhanced my portfolio as a marketer interested in global branding, culture-first campaigns, and Gen Z engagement.