Levi’s® Craftwork. To create a series of iconic portaits to be hung on permanent display in the flagship store. The brief followed on from a piece of brand positioning work that Exposure had been developing with Levi’s. Craftsmanship had been positioned a

ABD

Anotherbeardeddesigner. com

31 03 2010

Levi’s® Craftwork

Brief

To create a series of iconic portaits to be hung on permanent display in the flagship store. The brief followed on from a piece of brand positioning work that Exposure had been developing with Levi’s. Craftsmanship had been positioned as the brand’s key USP and this would have to be reflected in the casting which would be confined to London in order to be a truer representation of the Regent Street store.

Solution

Working closely with Karren Langley from Dazed & Confused we cast our net across London’s Craftspeople to identify 18 faces who had strong stories and looks. The final 18 crafts ranged from musicians to painters, film directors to cake makers… A broad spread of contemporary crafts.

Photographer, Dean Chalkley was chosen to shoot the portraits, delivering some truly iconic images.