VCU MASC 201 Creative Levi's Project

Posts tagged “Digitally Manipulated Photography

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 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.

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.

Levi’s Presents Hottest Abe Lincoln (41 of 54)


Weekly Directive:  RESPONSIBLE

When I think of responsibility, I picture the past leaders of our nation.  Abraham Lincoln stands out in my mind. He fought and died to abolish slavery, which was responsible for his death. I guess it’s true that responsibility just leads to more responsibility.  What if instead of his signature stove-top hat, Lincoln wore Signature Levi’s? I remember playing with Lincoln Logs in elementary school and making Abraham Lincoln crafts out of construction paper.  Instead of a black stove-top hat and a beard, he’d be remembered for his Levi’s jeans and would thus have a more clean-cut look about him.  Honest Abe would’ve been hottest Abe and wouldn’t have wasted time chopping down the cherry tree like Washington. Hottest Abe would’ve torched that sucker! Like James Dean, in “Rebel Without a Cause,” he would have set off a slave rebellion, and definitely wouldn’t have gotten “popped” by John Wilkes Booth that infamous night at Ford’s Theater in Washington D.C. Hottest Abe would’ve been packing heat, or been somewhere cooler than a play house.  He’d would’ve gone out like  a rock star and  been remembered as the hottest forefather of our nation.

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