We created “Performance Denim By” to help LEVI’S to re-connect with its core target; X Generation and early Millenials. The campaign shows the new product techs of LEVI’S jeans for the 2019 season,  a new line of product that characterized by temperature control technology and adaptability. Our idea was to tell the story of a group of real and talented people that have made of their work a lifestyle. Denim had to be at the center of the content that’s why we selected a group of people that could develop their professional activity wearing a pair of jeans; Christian Meier, a former professional World Tour rider, coffee roaster and one of the most restless minds in the bike world. David González, a radical custom biker and the Colombo Brothers, entrepreneurs and chefs, well known for having a bunch of the coolest restaurants in Barcelona. All of them canalize creativity through their work day by day. The result is an inspirational branded content campaign that shows their stories and work standards and served to increase brand awareness within the core target community, making of LEVI’S the first option to purchase.