VCU MASC 201 Creative Levi's Project


Review/Preview of Levi’s Project 54 (54 of 54)

I wanted my last post to quickly review MASC 201 and Project 54 for anyone wondering what motivated or inspired this blog.  Each week our instructors assigned a directive like “tough” or “thankful” which we then had to align with Levi’s jeans the brand.  Project 54 pushes advertising students to produce multiple creative ideas through different forms of media with deadlines.  Even though MASC 201 is a creative advertising class, we were not required to make our posts Levi’s ads.  The main purpose was to exercise our creative abilities by forcing us to create new and different ideas about different topics but the same brand, Levi’s.  Each week we had to create about 4 or 5 posts on the directive and Levi’s jeans.  We had to spend at least 45 minutes thinking and creating each post, and our ideas had to be original – different than our classmates.  There’s a link to the site where you can see the work of my classmates located in the top right hand corner of my home page.  I encourage you to check out their work, and have included a collage composed of images from my favorite posts. I hope you enjoy Project 54 as much as I did.


Levi’s Mantasy # 13 Police Woman (47 of 54)

Weekly Directive: SEDUCTIVE

What would be more seductive than a Levi’s ad campaign incorporating the most  popular men fantasies and Levi’s jeans?  I think this idea would work best as a billboard campaign.  Each ad would only be a single image depicting fantastical women wearing Levi’s.  We’ll call my idea, Levi’s Mantasies.

Warning: No manatees were harmed during the production of this blog.

School Girl – in a school uniform and Levi’s

Asian Twins –  with pigtails and little-kid backpacks wearing Levi’s

Police Woman –  in police uniform with a handcuffs and night stick wearing Levi’s bottoms

Playboy Bunny –  wearing a lacy lingerie top, bunny ears and a rabbit’s tail wearing Levi’s

French Maid –  in a black and white French maid’s dress wearing Levi’s

Hot Nurse – in a short white nurses dress wearing Levi’s

This ad campaign would probably resonate throughout the male population. Levi’s could run a number of ads under each theme.  I will attempt to pull one of these off by the end of  this week. So if any of you ladies have one of the costumes listed above and you would like to volunteer, please leave a comment to let me know. So far this week, I haven’t been able to get any strangers to pose for me. I guess “seductive”  is a creepy subject when dealing with strangers.

UPDATE: My : My lovely girlfriend reluctantly volunteered to pose for Police Woman. I literally had to drag her out of bed for this shoot. She wasn’t wearing any makeup and didn’t even brush her hair. Not to mention our hallway is extremely narrow, and the lighting was less than desirable, however she pulled this off flawlessly! I’m just saying… thanks Sarah!

Levi’s Denimatrix (50 of 54)

Levi’s Simply Seductive

Weekly Directive: SEDUCTIVE

No one can deny that a dominatix is simply seductive. Dominatrix is the feminine form of the Latin dominator, a ruler or lord, and was originally used in a non-sexual sense. I decided to make a dominatrix outfit out of Levi’s denim instead of patent leather or latex.









AL-LURE (49 of 54)

Allure – is the power to attract or entice.

Weekly Directive: SEDUCTIVE

I didn’t have time to stop for bait on my way to Urbanna for my brothers wedding, so I made this fishing lure out of a red Levi’s tag I had in my camera bag. I can’t wait to “tackle” this one!  To be continued…
It worked!!!
I have to admit, I’m was actually surprised this worked as well as it did!

Levi’s Cut-Offs (12 of 54)

Weekly Directive:  TOUGH

I wanted to come-up with a new and creative way to illustrate the toughness of Levi’s denim.

I began by thinking of things that were “tough”.

Leather,  Steel… How could I craft steel jeans?… How would you then craft your steel jeans?…

I pictured a “chop-saw” slicing through a pair of jeans with sparks shooting into the dark.

Unfortunately the weather prevented me from getting the shot, but I’m going to try tonight.

Don’t get caught with your pants down (43 of 54)

Weekly Directive:  RESPONSIBLE

I kept thinking of Levi’s jeans and he term responsible, and came up with a couple of “responsible catch phrases” for Levi’s ad ideas.

Don’t get caught with your pants down

Keep your pants on

We all get too big for our britches

Liar, Liar pants on fire

Panties in a bunch

Put your best foot forward

He wears the pants in the relationship

Don’t’ let money burn a hole in your pockets

Don’t put your turd in my pocket

Bootleg-cut (29 of 54)

The Prohibition of Levi’s

Weekly Directive:  PROGRESSIVE

The Progressive Era in the United States was a period of social activism and political reform that flourished from the 1890s to the 1920s. Prohibition was one of the most notable products of the Progressive Movement, making it illegal  to manufacture, transport, import, export, sell, or consume alcohol and alcoholic beverages.  It was unsuccessful in North America and elsewhere, as bootlegging  became widespread, and organized crime took control of the distribution of alcohol. Prohibition came to an end in the late 1920s or early 1930s in most of North America and Europe, although a few locations continued prohibition for many more years.  What if the Progressive Movement had set their sights on regulating Levi’s?  I mean, it could happen.   Let’s not forget, the government  “prohibited” the sale of Levi’s to non-defense workers 10-years later during WWII, and even went as far as banning jeans at school and the work place.  Levi’s wearers during those times were just a persistent as the bootleggers, rum runners, and  moonshiners during the Prohibition period. Prohibition increased the demand for alcohol,  fueled organized crime giving birth to the speakeasy and an  underground/”bootleg” culture.  The demand for Levi’s also increased during times of regulation a”s did the “bootlegging of Levi’s.   Could you imagine getting your Levi’s from Al Capone or even “bootlegging” Levi’s? What if there were secret clubs for Levi’s wearers? There are so many possibilities, but I really like the idea of a 1920’s Levi’s Speakeasy.  That would make a sick TV commercial…

Keep Your Pants On! (26 of 54)

The Great Hou-Jeani!

Weekly Directive:  Quixotic

Quixotic – impulsive and often rashly unpredictable.

Strait jackets were invented in 1790 by an upholsterer named Guilleret at Bicêtre, for an asylum for the chronically mentally ill near Paris. They were often made of canvas or duck cloth due to the strength of the material.
Levi’s are crafted in a similar manner, and also have ties to upholsterers and Paris.
Their only differences being their purpose and the use of rivets.
(Well maybe not the only differences)
What if Levi Strauss had decided to follow Bicêtre’s footsteps?
Who would be their spokesperson?

Levi’s Strait-Jeans “5150 fit”

*Click on 5150 for an explanation

Denim and Goliath (21 of 54)

We’re kinda a big deal!
Weekly Directive:  BRAVE
I recall great tales of bravery told in Sunday school.
Daniel and the Lions Den – David and Goliath etc.
I pictured Daniel in the Lions Den wearing Levi’s…
Naw, where am I going to get Lions?  What about David and Goliath?
He killed a giant with one of those slingshot things…
 I pictured a billboard with a close-up shot of  David.
He was wearing Levi’s and holding his sling by his side.
Brandishing only a red tag and sling, David peered towards Goliath.
Weather wouldn’t permit me to shoot this, but I’ll describe my idea.
Using a large aperture, I would get a close-up with David’s back pocket and sling in the foreground,
and Goliath in the background with a soft focus effect.


True Blue (20 of 54)

Freedom comes at a great price, so do Levi’s…

Weekly Directive:  BRAVE

The proudest moment of my life was when I earned the title, “United States Marine.”  Many of us had to fight the tears swelling inside as we stood before the Iwo Jima monument.  At that moment, it was apparent we had become part of something more –  I dedicate this to the brave men and women, who so proudly serve and protect our freedom!

Cowboys and Indians (19 of 54)

Weekly Directive: BRAVE

A Native American Brave is the strongest personal image that symbolizes the word brave to me.  Native Americans continue to struggle against complete annihilation even today.  Nothing represents bravery like the heart and soul of Native Americans.

Levi’s & cowboys are so cliché.   Levi’s should consider cowboys & Indians.

Levi’s Merit Badge (18 of 54)

If there was a Merit Badge for Bravery...

Weekly Directive:  BRAVE

This week’s directive is brave, and I associate bravery with commendation. Military members typically earn medals, ribbons or other badges of honor.  Police officers and civilians receive awards for certain acts of bravery. Animals are even rewarded for bravery.  Levi’s could run an ad campaign featuring their logo as a badge for service members or other iconic figure.  I guess the campaign would have to start at an early stage of our icon’s life.  I would kick it off with a boy scout ad.

SANDS OF TIME (10 of 54)

Levi's, Enduring the Sands of Time...

Weekly Directive:  TOUGH

This week’s directive is, “Tough”.  When we discover ancient human remains, there’s usually some well-preserved tool made of  wood, bone, stone, metal, etc. What if our predecessors had discovered denim.  Would we find human remains still clothed in Levi’s?  The Denim Age – You get the idea….

RORSCHACH (6 of 54)


Weekly Directive:  INTROSPECTIVE

Rorschach inkblot test, the Rorschach technique, or simply the inkblot test – is a psychological test in which subjects’ perceptions of inkblots are recorded and then analyzed using psychological interpretation, complex algorithms, or both. Some psychologists use this test to examine a person’s personality characteristics and emotional functioning. It has been employed to detect underlying thought disorder, especially in cases where patients are reluctant to describe their thinking processes openly. It is the second most widely used test by members of the Society for Personality Assessment, and it is requested by psychiatrists in 25% of forensic assessment cases.

I kept trying to think of ways to tie Levi’s to psychology, and photographing a pair of jeans in a “couch session” wasn’t going to cut it.  I started thinking about inkblot tests, and noticed that the old black Levi’s logo actually resembled a Rorschach test.  I spent the day trying to create inkblots in the office.  I used MS Power Point, our copy machine, and sharpie markers (ink). I think my desk looks more like an inkblot than my blog, but at least I got the permanent marker off my face.

GENE-RATION (3 of 54)

Generation - is the act of producing offspring or creating something inanimate such as ideas. Generation can also refer to stages of successive improvement in the development of a technology or product.

Genesis Chapter 3 :16 And the LORD God commanded the man, saying, “You may freely eat of every tree of the garden; 17 but of the tree of the knowledge of good and eviL you shall not eat, for in the day that you eat of it you shall die.”

CONCEPT-ION (1 of 54)

Conception - or a concept, is an abstract idea or a mental symbol. Conception can also refer to the fusion of gametes to produce a new organism.

I spent all night tossing and turning in my sleep. When I awoke, I couldn’t stop thinking about Levi’s… and breakfast. That’s when I hatched this idea. I think it symbolizes the birth of Project 54.

Levi’s Product Review Page made in photoshop (53 of 54)

Weekly Directive:  REVIEW

I wanted to do a review on Levi’s jeans, but I don’t actually own any except for the 50 pound bag of Levi’s I bought from the Goodwill at the beginning of this project.  I actually only destroyed three or four pairs, so I can’t wait to get that huge bag out of the back of my Jeep. I recalled seeing reviews in magazines and on internet sites, so I began searching for magazines that might feature jean reviews.  It didn’t take long for me to realize this was probably not going to work since the only collection of magazines any of my friends seemed to have focused less on clothing if you know what I mean.  So my only other option was to pour through review after review on Levi’s and other jeans on any websites I could find.  I’m not certain if this assignment has biased my opinion, but I feel as though the reviews I read on Levi’s were predominantly high ratings and usually from life long customers, which may explain the higher ratings.  Either way, I still wanted to write a review that was more than just four sentences scrolled out on my blog, so I decided to recreate a review website using Adobe Photoshop, because I’m not a web designer.  Can You tell which review of the three screen shots above is mine?

Review – Rear View (52 of 54)

Levi's, agrees there are two types of people in life - Drivers & Passengers, but Levi's also believes there are two types of drivers - Drivers & Back Seat Drivers. Are you a back seat driver!

Our last directive for Project 54 is “review.”

I pondered different Levi’s ideas that I could do in reverse all day long but to no avail.

Winding down for the evening, I made myself a little “cocktail” before slipping into bed.

Feeling its effects, I formed a connection between review and rear view mirrors.

I thought a Levi’s kinda guy wouldn’t sit in the back seat unless he was about to “Go Fourth!”

Marine Review Held in Honor of Levi Strauss (51 of 54)

Weekly Directive:  REVIEW

A review is a  ceremonial display and formal inspection of military or naval forces, typically by a sovereign, commander in chief, or high-ranking visitor.  Levi’s Strauss and Co. supplied uniforms for the United States  during World War II.  The government actually  declared that jeans were “an essential commodity for the war effort,” and were only  available to defense workers until the end of WWII.

So on September 26, 2002 the United States Marine Corps Silent Drill Platoon,  drilled at the resting place of  Levi Strauss, born Löb Strauß, (February 26, 1829 – September 26, 1902) The Marching Twenty-Four dressed in their Special Edition Levi’s Denim Dress Blues to commemorate 100 years since the passing of Strauss.

This post is extremely far-fetched, but many sports teams often revisit old jerseys, while other franchises use similar “throw-back”  techniques to revive the classics.  Why shouldn’t the same rules apply to  Levi’s? One thing is for certain, Levi’s jeans have always been the uniform of America.