Jean Genie

“I figured it up once,” Thomas Hayo says, kicking off his slip-on shoes and tucking his feet into the cushions of his office couch. “I’ve had two days off since January.” From the moment BBH was awarded the Levi’s account, the group creative director has spent days, nights and weekends in his office, now known as the “Levi’s room.”

“It was ridiculous. We got the account with all the ad and retail dates set, so we didn’t have the choice but to move quickly and understand the brand right away,” says Hayo, who leads a team of up to 15 creatives shaping all of Levi’s marketing and communications, from sales tags to store environments.