Levi's
- Client Levi's Nordic
- Project Visual Synthesizer
- Year 2001-2002
Levi's' Visual Synthesizer
Sampling is not specific to music. Where earlier generations saw creativity as the heureka of creating something never seen before out of thin air, creatives today acknowledge that there is just as
much creativity hidden in the combination of already existing elements into new elements and styles. Levi's jeans are among the most sampled products of our time. They have been combined and
recombined with endless styles by the world's leading fashion designers, celebrities, and subcultures.
e-Types created a concept for Levi's' fashion shows in Copenhagen, Bergen, Oslo, and Stockholm basing a graphic light show on the sampling of graphic elements. A huge
number of photos, video clips, graphic bits, pieces, and paradigms were compounded and made accessible to a DJ and VJ in the form of a 'visual synthesizer'. Patterns, colours, blending and speed
could all be manipulated alongside the music. At the fashion shows, the graphic elements were working with and against the clothes and the music pumping, as the models strode down the defilé, and
Levi's got an innovative approach to its brand that builds on its essence but shows it in a new perspective.
The visual synthesizer is developed in association with Mr J.
The visual synthesizer is developed in association with Mr J.
Visual Synth for the Blueprint Session:
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