In celebration of Levi’s 2024 Lunar New Year celebrations, we looked at one of the brand’s most iconic design nods, its selvedge red line. This visual cue has long been a marker of quality through the process of weaving, and we leveraged it as a way to bring together the creative forces that run through the red line.

“Through the Line” came to life thanks to boy band Mirror’s superstar Lok Man and singer-actress Jace Chan, who each brought a unique energy and rhythm to the set. The red line itself served as a visual cue to engage our talents as they drew inspiration and energy from this iconic brand element.

In addition to the photo and video campaign, we also designed the visual identity for the brand, which appeared across Hong Kong through out-of-home activations.