Levi’s was just coming off the fantastic “Go Forth” campaign. But it left the brand feeling out on the fringes of high-fashion, and not inclusive. What started with me taking the strategy and crafting it into a creative articulation, which was “We’re not Bon Iver, we’re Bruce Springsteen. Let’s stop playing the coffee houses and get back to playing the stadium,” turned into the “Live In Levi’s” tagline. And a huge new business win for FCB West. I developed and guided the new voice and wrote the first two spots in the now long-standing campaign.