Our brief from Levi’s was to create a series of iconic portaits to be hung on permanent display in their flagship store on Regent Street.

The brief followed on from a piece of brand positioning work that Exposure London had been developing with Levi’s. Craftsmanship had beenestablished 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.

Working closely with Karren Langley (Fashion Director) from Dazed & Confused, we cast our net across London’s Crafts people 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 spectrum of contemporary crafts.

Photographer, Dean Chalkley was chosen to shoot the portraits, delivering some truly iconic images. The result being that Levi’s re-diverted their advertising spend for the season to run the portraits as an ATL campaign across London. The portraits becoming a ubiquitous presence throughout London and cementing the brand firmly in the minds of London’s young creative class.