Levi’s x Grateful Dead
Turning Deadheads into Denimheads
through far-out social-first storytelling.

Levi’s tapped Friends Everywhere to lead several branded collaborations tasked with delivering culturally now storytelling across Levi’s owned channels. This campaign needed to move "OG" Dead Heads to Levi’s along with a new crop of fans with a renewed interest in the band. Our task: Spark pop-culture fandom.

In a celebration of community, music, creativity and self expression, two west coast icons come together. For this collection, we are showcasing a new generation of Deadheads and denimheads: an eclectic group of young San Francisco musicians, artists and individuals who think for themselves and think of and act in support of others. Feel the love. For this iconic collaboration, we tapped digital artist Chrissie Abbott for her bold and unique use of color, collage, and psychedelics. Chrissie created a fantastical digital world by stitching together creative vignettes through lo-fi animation and trippy transitions that combine static studio imagery, organic geometric shapes, and stock environmental imagery. The result feeling like in a wild acid trip on a far away planet.