Levi’s Denim Guide

IMPROVISE AND FIND YOUR RHYTHM

In university, I took a jazz-appreciation class where I learned how to find order in what sounds like chaos. When the tune goes past the melody, open your mind to move and listen to every single note. You’ll find yourself tapping your toe to jazz. The same principle can be applied in life.

We’d like projects to go according to plan, but sometimes you just have to improvise. On this project, the agency, Razorfish was asked to pitch an interactive Fit Guide for Levi.com, and it had to be completed in just a few days.

Early in the process, the freelance creative director failed to deliver key parts. It was already a small team, and there wasn’t much time to restructure. The writer and I improvised and found our rhythm. Our drumbeat was the idea of a visual sketchbook. The website would allow a user to connect with friends through Facebook Connect, letting them compare styles, and making the whole assignment feel hand-made and personal.

Agency: 
Razorfish

Place: 
Portland, OR

Project: 
Pitch for Levi’s Denim Guide

Role: 
Art Direction

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