Amy Kathleen Downes

As a result of the pandemic, denim womenswear sales were on the decline and loungewear reigned supreme. So, Levi's® challenged us to get the gals back into their jeans once more.

Jeans and a Nice Top is the dream dress code. We've all breathed a sigh of relief when someone declares it's a JANT occasion in the group chat. And we figured – with the outside world still feeling a bit strange and intimidating – a campaign that celebrated this universal combo, was the perfect way to get those zippers up.

We wanted to create content that felt accessible, but still aspirational. Contemporary, with a little emotional-support-nostalgia. So we recruited the irresistibly charming Aimee-Lou Wood as our talent, and employed a Clueless-style wardrobe generator mechanic to show just how versatile jeans and a nice top can be.

This concept also aligned brilliants with Levi's® global messaging of 'Buy better, wear longer' – and it ended up being their best performing 'Win With Her' social campaign to date. 

In fact, the team at Levi's® were so chuffed with us – they immediately asked us to do V2 for A/W (which we've just wrapped). So stay tuned!