Levi's was launching a new revolutionary custom fit system for women worldwide. The line called Curve ID introduces a new range of jeans tailored for different body types and is going by the slogan 'It's about shape, not size'. In order to bring out the three different Curve ID namely, Slight, Demi and Bold, Ogilvy & Mather Taiwan focused on the curvature of the hips using hand drawn lines. At the start of the commercial, you see the hand drawn figure of a woman from a distant. As she walks nearer, you see three different colored body curves at the same time, reinforcing the slogan that not all women are shaped the same way. The choice to go with watercolor is to be able to express the femininity and character of the individual woman. The vibrant color on the face and hair, together with the expressive lines create a visual that echos the statement Curve ID, the revolutionary new line from Levi's, is making about the distinctive shape of every woman.
Client: Levi Strauss & Co. Taiwan Agency: Ogilvy & Mather Advertising Taipei Production Company: JL Design Date Uploaded: 2010-11-02 Director(s): JL Production company: PostCard Film Creative Director: JL Executive Producer: angela moo Art Director: JL DoP: Shiyin Fu Post production: Chih Chung Tso Music + Sound Production: Rockid Lee Country: Taiwan Agency: Ogilvy & Mather Advertising Taipei Art Director: Leah Chen Copy Writer: Justin Chia Senior Producer: Abby Ku Account : Zoe Chuang / Thomas Yu Design Studio: JL Design Director: JL Creative Director: JL Art Direction: JL Executive Producer: Angela Moo Project Manager: Shirley Yang Head of Production: Chih Chung Tso Designer / Compositor: Chih Chung Tso, Utsuo Chen, Showy Lin 3D Artist: Chih Chung Tso, Weiting Chen, Gilbert Chu, Zoe Tsai, Chan Chia Chang Production Director of Photography: Shiyin Fu Producer : Ivan Chen, Ching Huang / PostCard Film Music: Rockid Lee Casting: Benjamin Ko Talent: Fan Fu, Anita Wang, Natalia Li / Catwalkvia www.coloribus.com