VCU MASC 201 Creative Levi's Project


Positive Gr-atitude (39 of 54)

Weekly Directive:  THANKFUL

The heart is the universal symbol for thankfulness/gratitude. I’ve always noticed the heart-shaped stitching on the rear pocket of Levi’s Jeans.  It reminds me of the t-shirts that say, “I ‘heart’ NY.”  I’m actually surprised Levi’s hasn’t incorporated a heart in the stitching on their back pocket.  I don’t have a sewing machine, and the nearest sweatshop is in another country. I don’t have a passport, let alone the means to embroider a heart on the back of a pair of Levi’s, but I do have Photoshop…


Levi’s care package (38 of 54)

Weekly Directive:  THANKFUL

I am so thankful for the support I received as a child from my family, friends and neighbors. I am also thankful for my salvation, which was paid for when Jesus died on the cross.  As a christian, I give thanks to God for everything.  The members of my church are putting together Christmas packages for less fortunate children.  I  purchased a pair of children’s’ Levi’s at the Goodwill for one of my earlier posts, and thought it would be better off to put them in my Christmas package than to chop them up to make another post.  I think Levi’s should start a similar charity to benefit children in need during the holidays.  They could provide the  necessities and include a new pair of children’s Levi’s. I think this campaign would build customer loyalty while promoting a good cause. (Not like Phillip Morris handing out candy cigarettes on Halloween.) Levi’s could model it after other programs like the USMC’s Sgt. Santa. This is my girlfriend assembling our Christmas/Levi’s care package.

Thank you letter from Levi’s Strauss (37 of 54)

Weekly Directive:  THANKFUL

This is obviously a thank you letter from Levi’s to a potential customer. I tried to make it authentic looking by adding the parchment background, and by creating a Levi’s watermark.  I was going to try to make a list of things a pair of Levi’s would be thankful for, but I didn’t think it would really convey my idea as well.

Cornucopia (36 of 54)

Weekly Directive:  THANKFUL

I can’t believe I spent $13 on a cornucopia just to tear it apart and stuff it with Levi’s.  My idea behind this, was that cornucopias are supposed to grant their possessors’ desires in abundance. So this one is yielding Levi’s, which in return are producing a woman.  These are man jeans and my girlfriend wears a 00, but we did the best we could. I also didn’t really plan to a background other than a green screen.  I think this one takes away from the main idea.  Below is a brief history I collected of the two myths behind the cornucopia, which I found quite interesting.

The cornucopia (in Latin also cornu copiae) or horn of plenty is a symbol of abundance and nourishment, and in North America is associated with Thanksgiving. It is usually a horn-shaped container overflowing with produce, flowers, nuts, other edibles, or wealth in some form. Classical mythology offers multiple explanations of the origin of the cornucopia.

The oldest involves the infant Zeus, who was cared for by the goat Amalthea (“Nourishing Goddess”). It was said that while she was nursing Zeus, he accidentally broke off one of her horns, which then had the divine power to provide unending nourishment. The horn became endowed with the wonderful power of becoming filled with whatever its possessor desired. He gave the horn to the King’s daughters as a form of thanks, and from then on, the horn – or cornucopia – became a symbol of plenty and whoever had it in his or her possession would never starve

In another myth, the cornucopia was created when Heracles (Roman Hercules) wrestled with the river-god Achelous over the hand of Dehanira, a young maiden of extraordinary beauty who was the daughter of King Oeneus of Calydon. The competition (the legendary Fifth Labor of Hercules) amounted to a colossal wrestling match, during which Hercules repeatedly gained the upper hand. Achelous, who was able to change his physical form, changed first into a snake, and then into a bull in order to gain leverage against Hercules. While Achelous was in bull form, Hercules tore off one of his horns and in doing so, diverted the river. The Naiads (nubile water-nymphs) treated the horn as a sacred object, filling it with fragrant flowers. The Goddess of Plenty (Copia) later adopted the horn, and dubbed it (appropriately enough) The Horn of Plenty, or Cornucopia. Incidentally, Hercules later married Dejanira and the two produced an abundance of children.

Grandpa-Blue’s Jeans (35 of 54)

Weekly Directive: THANKFUL

This week’s directive is Levi’s and thankful.  There are so many things to be thankful for. Many of us are most thankful for our loved ones, our faith, or other intangible things.  While some of us place more importance on worldly or material possessions like what kind of cars we drive, even the brand of clothes we wear.  Don’t get me wrong.  I enjoy having nice things just as much as the next guy, but I wouldn’t be where I am today if it weren’t for my family.  But this post isn’t about family, it’s about Levi’s and thankful.  I recently caught my grandpa “Blue,” sporting Levi’s 505’s at a family gathering.

My grandfather has dedicated his entire life to providing for our family and generations to come.  It seems he lives by a higher set of values and beliefs than society today.  Growing-up on an Indian Reservation during the Great Depression, he is no stranger to hard times.  He taught me the value of a hard day’s work, and the importance of taking care of the things you work so hard to obtain.  He takes the best care of his vehicles, tools, even his Levi’s.  It’s funny his nickname is “Blue.”  I never thought about it until now, but my grand father and blue jeans, particularly Levi’s, have a lot in common.  He is tough and durable, much like Levi’s Jeans. Yet he is comforting and protective.  He believes in values and tradition, something Levi’s has stood for over 100 years. He is also the original, as far as I’m concerned. To be honest, I’ve looked at Levi’s in a different light ever since I saw him wearing a pair.  I think my grandpa “Blue” should be in the next Levi’s modeling campaign.  I’ve always looked up to and often imitated him, walking around in his big work boots and pretending to puff on his pipes.  I’m so thankful for my grandfather and that he happened to be wearing Levi’s.