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.