👖 Levi’s Fresh Collab
A storytelling collab rooted in plants, process, and planet-positive vibes
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In October 2022, I was approached by IMG Media to create a piece of content for a major denim brand’s TikTok channel (yes, the iconic one with the red tab). The brief was to produce one original video showcasing their new collection: Levi’s® Fresh, a pastel-hued, plant-dyed line celebrating sustainability, natural dyes, and that soft glow aesthetic.
It was a tight turnaround — record, deliver, done. They’d edit and post the final piece to their own channel, tagging me in the comments.
And honestly? The brief was right up my street.
🌿 About Levi’s® Fresh
The Fresh collection was all about natural dyes, conscious materials, and a “planet-friendly, pro-chill” agenda. Think botanical colour palettes made from madder root, indigo, clay and food waste — dyes designed to reduce water use and auxiliaries, without compromising on vibe.
It was fruit smoothie energy — for your clothes.
This was a campaign where brand and creator were perfectly aligned — denim, meet dye.
🎥 My creative approach
I selected a denim jacket from the collection and made it my canvas. Using my cyanotype printing process — a photographic technique using UV light and plant matter — I captured the transformation from plain to printed. My content featured the before, the after, and the in-between — process footage, in all its purple-tinted glory, as I used solarfast, instead of the usual cyanotype.
The video was delivered on time, and the brand posted their edit. Later, I shared a follow-up version on my own TikTok, which gained even stronger engagement. It was a great reminder that people connect with process, not just product.
💬 What I loved about this campaign
This was a paid, values-driven collaboration that gave me creative freedom - the dream. Levi’s didn’t ask for a hard sell; they invited genuine creators to interpret their collection in their own style. As someone who works with plant-based printing and values sustainability in my practice, this partnership felt like a natural extension of what I already do.
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