Levi's Advertising Campaign - Production Plan

Cassiopeia Productions

LEVI'S CAMPAIGN PRODUCTION PLAN

By:Â Jasmyn Scaramella, Ana Raluca Balbae, Valeria Rey, Kildine de Saint Hilaire, Christina Johantgen

OUR APPROACH The image will be shot in a studio, using a brick wall background and a darker one. The model will stand, in a rebellious pose, while holding a black mugshot board.

Unless typical mugshots, the model will be shot full body.

For post-production, a copy will be added. It will have the format of "I Killed..." adding a rebellious message that portrays what society blames millenials for. For example, "I killed traditional jobs".

Cassiopeia Productions

PHOTOGRAPHER

PHOTOGRAPHER'S ASSISTANT

ART DIRECTOR

MAKE UP ARTIST / STYLIST

LIGHTINGÂ

TALENT The casting team chose a male model aged 24, of Indian ethnicity in order to better portray the global message that Levi's wants to send across.

Cassiopeia Productions

LIGHTING SCHEME One frontal hard light and two soft lights on the sides to better control the shadows on the model.

Cassiopeia Productions

MAKE UP AND HAIR REFERENCES The model's hair will be tousled, with some locks falling on his forehead to portray a non-polished look. The make-up will be used to enhance his features, for that, contouring will be crucial. His cheekbones and jawline will be highlighted.

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STYLING White t-shirt Dark blue Levi's Jeans Urban white sneakers

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ART DIRECTION Mug shot board that the model will hold

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MOOD BOARD

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THANK YOU! Cassiopeia Productions