Levi Strauss & Co Behind the Seams

A brand so rich in history that it needs no introduction. At least to those in the West. LS&Co enlisted support to help launch the brand in a new country. Thailand. A country where LS&Co had zero brick-and-mortar stores. By opening an office and multiple stores LS&Co was looking to hire hundreds into roles, kickstarting with an online brand awareness campaign to warm potential candidates. This is when #BehindTheSeams was born.

Behind The Seams takes LS&Co’s employee value proposition, unpicks it, and stitches it together in a digestible way to tell a story of originality, a community, and a place to grow your career. The art direction explores the use of cutting patterns, annotated designs, and raw textures paired with language lifted from the textile industry. Together they uncover what it’s like to work at LS&Co, and peep behind the scene.

The campaign was launched with a tailor-made sting film, and a social campaign with a vision to re-dress the career site in the future.