The Idea

The “Fashion for Survival” Levi’s AI campaign combines real product photography with AI-generated imagery to highlight the durability of Levi’s denim while raising awareness about endangered species. By placing these displaced animals in urban settings, the campaign draws a parallel to digital nomads—its target audience—emphasizing that, unlike the animals, Levi’s jeans are built to endure. Through compelling visuals and thoughtful copy, the project critiques fast fashion and showcases the brand’s commitment to lasting quality and global consciousness.