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    Levi’s 2010 TVC - Curve ID


    Levi’s was launching a new revolutionary custom fit system for women worldwide. The line called Curve ID introduces a new range of jeans tailored for different body types and is going by the slogan ‘It’s about shape, not size‘. In order to bring out the three different Curve ID namely, Slight, Demi and Bold, we focused on the curvature of the hips using hand drawn lines. At the start of the commercial, you see the hand drawn figure of a woman from a distant. As she walks nearer, you see three different colored body curves at the same time, reinforcing the slogan that not all women are shaped the same way. The choice to go with watercolor is to be able to express the femininity and character of the individual woman. The vibrant color on the face and hair, together with the expressive lines create a visual that echos the statement Curve ID, the revolutionary new line from Levi’s, is making about the distinctive shape of every woman.



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    CREDITS


    AGENCY

    Ogilvy & Mather Advertising Taipei

    Art Director

    Leah Chen

    Copy Writer

    Justin Chia

    Senior Producer

    Abby Ku

    Account

    Zoe Chuang / Thomas Yu

    Design Agency

    JL DESIGN

    Director

    JL 羅申駿

    creative director

    JL 羅申駿

    Art Direction

    JL 羅申駿

    Executive Producer

    Angela Moo 巫安琪

    Project Manager

    Shirley Yang

    Head of Production

    Chih Chung Tso

    Designers / Compositor

    Chih Chung Tso / Utsuo Chen / Showy Lin

    3D Artist

    Chih Chung Tso / Weiting Chen / Gilbert Chu / Zoe Tsai / Chan Chia Chang

    Director of Photography

    Shiyin Fu

    Producer

    Ivan Chen / Ching Huang / PostCard Film

    Music

    Rockid Lee

    VO

    Lisa

    Casting

    Benjamin Ko

    Talent

    Anita Wang / Natalia Li / Fan Fu (Catwalk)

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