VCU MASC 201 Creative Levi's Project


Perception is Reality (9 of 54)

It's what's on the inside that counts... or is it?

Weekly Directive:  INTROSPECTIVE

So many tales of morality point out that, it’s what’s on the inside that counts, that beauty lies within, or even what makes us human.  I think the opposing view to the lessons would be perception is reality, to a certain degree.  What others think about us shapes what we think of ourselves (introspective). What if wearing Levi’s alone had the power to change people’s perception of us? To the degree of turning a cold-hearted beast into a kind-hearted, loveable prince,  or even transforming a monster into a man.

Monster or Man?


Inner Child (8 of 54)

Spilled Milk

One form of introspection is discovering your inner child.  This is one idea I had to portray the inner child of Levi’s Jeans.  The lessons we learn as children play an important role in determining who we become. I think this concept could also work as a TV ad.  The Levi’s model could reflect on memorable experiences i.e., splashing in mud puddles, first day of school, first kiss etc.

From the Outside Looking in (7 of 54)

Introspection - may be used synonymously with human self-reflection

This is my self-reflection in Levi’s. It’s an outside view into me,  in a pair of Levi’s Jeans. (Confusing I know)

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.