Levis x Princess Mononoke
FINDING NEW AND MEANINGFUL WAYS TO CONNECT WITH A BRAND AUDIENCE
THE CHALLENGE
Millennial super fans and a rising wave of Gen Z enthusiasts remain deeply obsessed with Princess Mononoke, a film that continues to inspire awe, creativity, and emotional connection decades after its release. This audience is actively seeking new, meaningful ways to engage with the story worlds they love, beyond just rewatching the film.
THE STRATEGY
In recent years, branded collaborations have become predictable, often reduced to surface-level logo-slaps that lack authenticity, storytelling, and purpose. So how do we position Levi’s® as the first and only authentic way to experience Princess Mononoke off screen?
By deepening connections to the film by offering fans more than just merch, an immersive, soulful journey.
CAMPAIGN ECOSYSTEM
The work came to life through a thoughtful, customer-centric omni-channel strategy. We activated across Levi.com, the Levi’s® app, select DTC retail doors, social channels, and targeted paid media—ensuring fans could connect with the campaign wherever they were, and however they preferred to experience the brand.
OUR ROLE
Strategy
Creative Direction
Production
Post-Production
CREDITS
Photo: Colin Matsui
DP + Editor: Michael Cukr
Production: ¡No Problemos!
Styling: Amber Tally
The Big Idea: Awaken Your Inner Forest Spirit
We built a campaign rooted in reverence, artistry, and immersive storytelling and invited fans to reconnect with nature, emotion, and myth. We developed a integrated campaign designed for the OG and a new generation of super fans, one that acts as an authentic homage to the film’s physical and emotional landscapes. Using light and darkness as a visual metaphor, we immersed consumers and products into the lush, mystical world of Princess Mononoke.
The campaign was shot deep within an old-growth forest in Oregon, evoking the imagery, emotion, and soundscape of ancient trees, whispering spirits, and grassy meadows. The result was an intentionally ambiguous and atmospheric visual language, one that mirrors the film’s open-ended, poetic conclusion and invites fans to interpret the story for themselves.
“A campaign that didn’t feel like marketing, but a moving portrait of style and spirit, it creates a sense of artistry and poetry that people might not necessarily associate with the brand.”
– Indie Agency News
In Princess Mononoke, nature is as much a character as any of the humans or animals—in fact, some of the characters are themselves living spirits of nature.
Inspired by this, we shot our collection in natural settings through an aspirational lens that reinforces an authentic connection to the physical and emotional landscapes of the film. Using darkness and light as a visual metaphor, we immersed the cast and collection in the lush and evocative world of Princess Mononoke
