Denim David

This print concept reimagines Michelangelo’s iconic David through the lens of Levi’s heritage. By replacing the classical marble statue with a real modern figure while preserving the original museum environment and upward heroic angle, the ad draws a direct parallel between timeless art and timeless denim. The split headline “SINCE / 1873” anchors the piece in Levi’s origin story—the year blue jeans were invented—while the minimal copy “Since Denim Began” reinforces the brand’s status as the original. The campaign blends past and present to celebrate Levi’s enduring craftsmanship and cultural legacy.