BBH Recalls Portraits of Past for Levi's

NEW YORK For its new print effort showcasing Levi’s Type 1 jeans, Bartle Bogle Hegarty took inspiration from 19th century daguerreotypes, giving the campaign’s photographic images a metallic, faded look.

“The executions are similar to the jeans themselves, a modern interpretation of originals,” said Thomas Hayo, group creative director at BBH, which created the campaign.

To update the daguerreotype feel, BBH creatives researched that type of portrait extensively. “We looked into the way they were designed and lit, the posing and props,” said Hayo.