Levi's, Libre
A Spec Campaign
It all began with the phrase “Libre,Y Qué?”, Spanish for “Free, and so what?”
The idea was to explore what it truly means to be “free” in the subtle, everyday moments of life, and how that meaning shifts depending on context. Freedom can be quiet and personal; freedom from stereotypes, freedom from constraints, freedom from judgment.
Role: Creative Producer/Director
As a Creative producer/Director, I co-developed the campaign’s core idea through collaborative workshops, shaping its cultural perspective on freedom as something expressed in subtle, everyday moments. After establishing the initial vision and pitch, I led the project into execution, assembling the film and photography teams, refining the narrative across hero films and print, and overseeing all stages of production from casting and budgeting to permits and post. From concept to final delivery, I supported the creative direction and guided the operational process to ensure a cohesive, fully realized campaign.
Creatives: Adrian Villalobos Cabral, Gagan Gill, Rahul Uppaluri, Emi Naito.
Key Stills from the campaign
Photography: @santo.villalobos