Levi’s copy led ad

Converting a Super Bowl commercial into a focused, copy-driven magazine ad built for a different kind of attention.

Challenge

Converting Levi's "Behind Every Backstory" Super Bowl commercial into a copy-led magazine ad — keeping the soul of the campaign intact while stripping away everything that only works on a screen.

approach

I pulled the core message out from under the visuals: Levi's moves with you. From there, the work was about letting the copy carry what the commercial handed off to production. Less clutter, more intent.

Outcome

A focused, copy-driven ad that maintained the original campaign's spirit while broadening its reach — refined for an audience that reads rather than watches, without losing what made the original worth adapting.