FCB West Dives In with Latest Work for Levi’s

'Sea of Blue' is Levi’s fourth 'Live in Levi’s' campaign spot, created in partnership with FCB West. Inspired by the millions of stories consumers tell about the things they do in their Levi’s, the campaign is a celebration of real-life 'Live in Levi’s' moments, capturing the spirit of the iconic brand that has always been an embodiment of the events of its time.

'Sea of Blue' shines a playful light on our culture’s phone obsession, showing how two authentic people – in their Levi’s – look up from their phones to catch each other’s eye. Amidst a disconnected crowd filled with heads down surfing the web, sending texts, or checking their Instagram, these two authentic characters lock eyes and share an electric connection. It’s a cheeky illustration of the rewards for living authentically in the moment.

The campaign spans digital and social platforms, TV, cinema and print globally as it aims to deeply engage and activate consumers through real-life and virtual events, as well as mobile and in-store experiences. The execution features a 60, 30, 20, and two 15 second spots that launch in the U.S. this week. It also features style videos, behind the scenes footage and additional stories captured during the shoot that were made into digital shorts to be featured across social media.