Skateboarders have been wearing Levi’s for years, but this was the first time a dedicated Skateboarding Collection was offered. The brand needed help connecting their new products with the authentic SF street skating scene.
Shot on the storied streets of Oakland, the campaign offers a glimpse into the reality of street skating and highlights the superior construction, durability, and comfort through an intense observation of the pants themselves. We crafted an unscripted editorial voice and shot and curated photography that established a personal connection to the skaters and the locations.
Credits - Shot on location in San Francisco and Oakland, California. Denis Kegler worked directly with Michael Leon and Erik Wolski of Levi’s on the campaign creative. Creative support from Adam Bagerski and Chris Partelow. We aligning with legendary film directors and skate photographers, Jon Humphries, Colin Kennedy and Sam Muller.Mia Chong-Hanssen co-produced alongside After All and Connect The Dots Inc. Special thanks to skateboarding talent; Sebo Walker, Willis Kimbel, Compton Nicols, Major Jones, Bert Wootton, Oudalay Philavanh, Pat Moran, Marius Syvanen, Lem West, and Al Partenen. Music by Metz, The Four Js and Deltron 3030. Edits by Chris Jones. Sound by Digital One. Color by After All.
Hyping professional athletes has become expected among brands so instead, we focused on authentic regional skateboarding through camaraderie, imagination, and fun. This campaign captured the everyday moments of skateboarding — the rawness of the street, the bold emotions of the skaters, and the personalities that inspire creativity and prompt the unexpected.
Our journey continued across the Bay Bridge and onto the steep streets of San Francisco. Our goal was to present a product collection with superior construction in a way that resonated with skateboarders. We focused on the durability and comfort through natural motion and speed.
“
Remember that time you asked your friend to help you with that thing
and you were like, ‘dude’..., and they were like, ‘yeah’... and then it turned out even
better than you could have imagined? It’s cool when that happens.
Michael Leon, Director of Marketing Creative
Levis, Nike, Sonos, & Patagonia
Related Client Work
©2026 This.design