Higgsfield canvas: a full grid of generated jump variants, including the Buenos Aires crossing, the gig crowd and the clay render passes, with the prompt bar below.

The variants Move to look around

Levi's
Campaign

ClientSelf-initiated Year2026 RoleCreative direction · AI art direction

Overview

01 — An idea with a second life

A concept I developed years ago at university, brought back because it still feels true.

Not out of nostalgia, but because it still holds for Levi Strauss & Co. today. The 501 is one of those rare products that has moved through decades without losing relevance. It has been worn by people from every background, generation, and walk of life. Few products can claim that kind of universality.

That became the foundation of the line: Classics. Anywhere.

Concept & approach

02 — Different worlds, same jeans

Move away from polished fashion advertising and show the people who give the product its meaning.

Different worlds, different lives, same pair of jeans. Because "anywhere" isn't just a location. It's a statement about reach, relevance, and timelessness.

AI image generation often gets treated like a slot machine. But the more I work with these tools, the more I'm convinced that the real value isn't randomness. It's direction. The process wasn't about one-click outputs. It was about refining poses, camera angles, environments, styling, lighting, and composition until each image felt intentional.

Businessman leaping across a rainy Shibuya crossing in Levi's jeans

Punk with a green mohawk crowd-surfing at a gig in Levi's jeans

Farmer leaping over a lawn mower in a cornfield in Levi's jeans

Older woman leaping across a Buenos Aires street in Levi's jeans, walker and small dog beside her

Astronaut leaping across the lunar surface in a suit and Levi's jeans

One pose, five lives. The jump is the constant, the world is the variable.

Sometimes the best ideas are the ones worth returning to.

Underneath

03 — Direction, not randomness

Higgsfield history grid: rows of generated leap variants across the Buenos Aires avenue, the gig crowd and the grey pose renders, with the prompt bar and model selector below. — **The grid and the canvas**Dozens of passes at the same pose across different worlds, lighting and camera positions, then mapped branch by branch in FLORA. The campaign is five of these. The work was deciding which five, and then getting the sixth attempt at each of them right.

Higgsfield history scrolled further: the same leap carried into a beach, a Venice canal, a market arcade and a Tokyo crossing, with the prompt bar set to 21:9 at 4K. — **The grid and the canvas**Dozens of passes at the same pose across different worlds, lighting and camera positions, then mapped branch by branch in FLORA. The campaign is five of these. The work was deciding which five, and then getting the sixth attempt at each of them right.

Results

04 — What it proved

Some ideas never expire. They simply evolve with the tools around them.

I worked across Higgsfield and FLORA, using Nano Banana 2/Pro and testing GPT Image 2. The concept predates all of them by years. What changed is that it could finally be built at campaign scale by one person.

Next — Zero Gravity Coke All work

Levi'sCampaign

Overview

Concept & approach

Underneath

Results

Levi's
Campaign