The campaign that redefined how Levi’s connects.
Client
Levi’s (global campaign)
My Role
Directed and led creative for the campaign—evolving the idea, reshaping the narrative, and adapting the work to land across platforms and markets. Partnered directly with Levi’s to deliver a global rollout in 80+ countries.
OverView
Before viral trends and TikTok challenges, there was Levi’s Circles—a campaign that invited the world to connect through dance. Spanning 80 countries and running for years, it wasn’t just advertising; it was a celebration of unity, movement, and joy. Circles proved Levi’s is more than just what you wear—it’s how you move through life.
The Challenge
Create a brand campaign that could connect globally—without language, without voiceover, and without feeling like an ad. And do it across dozens of cultures, formats, and timelines.
The Solution
The Result
Circles ran in over 80 countries and became one of Levi’s highest-performing global campaigns—helping drive the brand’s strongest sales in 30 years. Its success became the springboard for the next era of global brand storytelling—one built on connection, not just communication.
Next Projects
View our other projects works that highlight our range of skills and innovative design solutions