VCU MASC 201 Creative Levi's Project

Posts tagged “Creativity

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 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

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…

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.

How are Levi’s Independent? (31 of 54)

Weekly Directive:  INDEPENDENT


This week in class, we shared our individual creative thought processes.  Some of my classmates went to parks or bars, while some preferred to be alone or within a group when generating creative ideas.  It was interesting to see the different variations. I would’ve thought “creatives” were either type A or type B personalities. Some of my classmates choose to “generate” in public for the distraction, yet for others to help them clear their minds. There was even talk of cigarettes giving you a creative edge.

Distractions… Where was I? Oh yeah, Levi’s! Alright, so my point was to give you some background on the creative thought process and how it relates to this post.  I usually approach each new directive assignment by looking up the definition.  I have other rituals, but they are closely guarded trade secrets and not really relevant.  Anyways, back to Levi’s and independent.

There are 12 definitions for independent when used as an adjective. When I glanced at the first few, I thought, these are adjectives that could potentially be used to describe Levi’s.  I didn’t get past the third definition, and really don’t even remember those. I thought it would be a fun creative thinking assignment to go challenge myself to go through these and relate them to Levi’s. YOU can try at home!

<Insert your ritual here>

adjective /ˌindəˈpendənt/

  1. Free from outside control; not depending on another’s authority
    • – Levi’s is one of the oldest apparel manufacturing companies founded in the United States, and is still family owned and operated.
  2.  Self-governing
    • – Levi’s, family owned and operated since 1873.
  3. Not belonging to or supported by a political party
    • – Levi’s emphasizes on partnerships with nongovernmental organizations and
  4. Not supported by public funds
    • – Levi’s Strauss Foundation has been committed to giving back to the community since 1952.
  5. Not influenced or affected by others; impartial
    • – Levi’s supports promoting diversity regardless of whether it is controversial or not.
  6. Congregational
    • -Groups of Levi’s wearers called hipsters exists
  7. Not depending on another for livelihood or subsistence
    • -For over 138 years, people have depended on Levi’s.
  8. Capable of thinking or acting for oneself
    • -Levi’s continues to be the forerunner in the denim industry.
  9. Making it unnecessary to earn one’s living
    • – Levi’s has been around for over 100 years and doesn’t seem to be going anywhere no matter what the economic situation.
  10. Not connected with another or with each other; separate
    • – Levi’s has independent labels such as Dockers..
  11. Not depending on something else for strength or effectiveness; freestanding
    • – By 1977, Levi Strauss & Co. is the world’s largest jean manufacturer.
  12. Incapable of being expressed in terms of, or derived or deduced from, the others
    • – Levi’s have often been replicated, but never duplicated.

It seems some of these were almost the same… go figure. It was still fun to run through them, and it gave me a few ideas.  I might go back and edit, even though you aren’t supposed to make corrections to your creative writing exercise.  Then again, we don’t typically publish your generation process.