Music is an industry, a culture and a community.

From the lead singer to the sound engineer, there’s an entire industry of hardworking men and women committed to long nights, early mornings, the sweaty front row and days on the road for one thing they love – music.

Levi’s® has long had a deep connection to music, working with a variety of artists from Alicia Keys to Kurt Vile, Haim and Phillipe Zdar, so to launch the new Levi’s® Menswear collection, we showcased the story of some of the men involved in the music community in Australia and New Zealand, people who Live in Music.

This is the first Australian Levi’s® menswear campaign in seven years and follows on from the global platform ‘Live in Levi’s®’. For this campaign we created a hero film, outdoor advertising, digital assets, print assets and a series of 12 short films profiling people including Musician Steve Smythe, Creative Director Timothy Lovett, Sound Engineer Gareth Stuckey, Radio Presenter Marty Doyle and Photographer Maclay Heriot.

We also designed the Live in Music website, as not only a home to all the campaign content, but to further drive purchasing decisions. This was done by creating an interactive video fit guide, so customers can see how all 12 men’s styles move on real people.