DENIZEN from Levi’s - Change It Up


DENIZEN from Levi’s needed to be re-launched as a standalone brand to audiences worldwide. But how do you carve out a niche that appeals to a new generation when you’re from a brand with over 160 years of history? We did it by tapping into the ‘unbridled optimism’ of this new generation, encouraging them to ‘Change it Up’ and do things a little differently, because you never know where that’ll take you.


In a world where so many things have become uncertain, and everyone is feeling more divided, DENIZEN found that their primary buyers were bucking these trends, choosing optimism and connection over protection and insularity, choosing to push themselves and others towards the better world they want to create.

It makes sense that the DENIZEN product line appeals to this group, as it is designed to provide forward looking fashion with the quality and craftsmanship of Levi’s, at an affordable price.

Our job was to make the brand itself just as appealing. The brand launch for DENIZEN positions the brand as a beacon for optimism and the self-expressive style that goes with it, giving support and confidence to our audience to make the most of all that life throws their way.


Instead of linear storytelling, we changed things up with a launch film that plays out in reverse. We see a diner with a party exploding with color, energy and fun, then slowly go back in time to reveal what lit the fuse. It was nothing big, just the simple decision of one couple to side-step a little out of their comfort zone and ‘Change it Up’.

This set the tone for our entire campaign, which from ongoing social posts, influencer activity and in-store POS encourages everyone to ‘Change it Up’ in their own way and discover something new.