Levi's Vote About ItART DIRECTIONPHOTOGRAPHYDESIGN
Art direction and campaign photography for the Levi's US marketing team's 2020 Vote campaign. Tasked by our client to develop a campaign to motivate their audience and incite action, increasing overall voter participation, we learned that only 55% of Americans voted in the 2016 election, and only 46% of Americans 18–29 cast their vote. We realized that there was an opportunity through this campaign and partnership between Levi's and Rock the Vote to shift to conversation from voting for people to voting for principles, and to encourage our audience to stop talking, posting, tweeting, fighting, complaining, and stressing about their opinions around the election, and instead to vote about it.
The art direction was partially inspired by photojournalistic images from The Civil Rights Act of 1964 and the Voting Rights Act of 1965, and also sought to embody a positive, optimistic and youthful outlook on the act of voting and voter registration. Many images were intentionally captured to show the cast in action and to convey forward momentum.Models were all Levi's employees and friends who were cast strategically during the COVID-19 pandemic to be captured with roommates who they had already had contact with. Due to additional restrictions around the number of people who could be present on location, I acted as the photographer for this campaign as well as the art director.