Levi’s has unveiled its annual holiday campaign, which features a stop-motion film, part of the marketing activity.
According to the business, the video required four hours of filming for each second of animation and includes a set and characters fully crafted by hand.
The character’s outfits were designed by artisans, and the campaign was entirely shot by Claymation.
This was inspired by a 1995 Levi’s ad, which was the first ever full-length commercial shot entirely in Claymation, which was an advertising history first.
The showcased collection is centered around a range of men’s and women’s sweaters created to bring comfort, warmth, and variety to everyday holiday apparel.
Some of the women’s styles include the Charlotte Crewneck Cardigan and Ava Quarter-Zip Sweater and the Presidio Crew Sweater and Miles V-Neck Sweater for men.
The fashion brand has a wide range of cold-weather layers such as fleeces, flannels, thermals, truckers, corduroys, and hats.
Kenny Mitchell, global chief marketing officer at Levi’s said: “Our Levi’s Let’s Get Fuzzy campaign was an opportunity to experiment with immersive and tactile world-building across retail, digital, and social.
“Anchored by a film created entirely with stop-motion Claymation, it’s also the celebration of the craft and human creativity synonymous with the Levi’s brand.
“Let’s Get Fuzzy is another step in our ambition to be the world’s leading denim lifestyle brand, putting into focus our range of sweaters as the perfect pairing to our iconic denim this holiday season and building on our ambition to grow across categories.”
The “Let’s Get Fuzzy” campaign is set to launch globally on 2 November with the collection available for purchase on the retailer’s website and in selected Levi’s stores.
Additionally, the brand is also introducing dedicated holiday customization offerings at selected locations globally, including personalized elements and embellishments to transform the brand into custom gifts.
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