"Live Light in Levi's" is a fictional global rebranding campaign that repositions Levi's from an American icon to a universal one — attaching its core pillars of freedom, individuality, and authenticity to values shared across cultures. Set at an airport security checkpoint, the image captures a borderless, universally human moment: people of different backgrounds stripping back everything, and a pair of Levi's making it through effortlessly.
The concept was built around finding a setting that felt stateless and democratic — where the brand becomes a global pioneer rather than an American export. The final image blends real photography with an AI-generated background in Photoshop, combining documentary realism with creative intention. Skills applied: creative strategy, conceptual thinking, art direction, and photo-composite execution.
