Levi's x Vince Staples

Music Activation

Concept

Levi’s® and Vince Staples partnered with the YMCA Youth Institute of Long Beach, California to develop a music production program, integrating new resources into their existing digital media technology program for aspiring teenage musicians. Vince Staples, Music Producer and Def Jam Records executive Dion “No I.D.” Wilson, and YMCA music instructors introduced students to the fundamentals of creating audio tracks through a series of hands-on workshops.


Credits

Client: Levi's
Agency: ImprintProjects
Creative Direction: YummyColours
Director: Michael Belcher
Photography: Lauren Crew
Editing: Laura Tommaselli
Poster Design: YC and Philip Lumbang
Wheatpaste coordination: Rob Zagula
Content Production: Claire MacDonald, Caroline Conrad

Challenge

YummyColours’ mission was to activate the program and tell its story beyond the celebrity endorsement, and to engage with the work the students were doing, extending its longevity through a range of creative solutions.


Solution

By designing the music education space and all its interiors, concepting the overall experiential project, producing/co-directing the video creative, and executing this activation, the Levi’s® x Vince Staples program lived on long past its classroom duration. During the program’s workshops, students created their own lyrics; from there, YummyColours creative directed as visual artist Philip Lumbang designed of each of the verses, hand painting them on 11” x 17” pages in black ink to creating unique posters for each. The posters were photocopied on newsprint paper and, in partnership with Rob Zagula from the Obey Shop, Staples and the students wheat pasted the posters across the interior walls of their new music studio and around various Long Beach OOH sites.

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