Levi’s – Curve ID
Speculative creative presented to enhance Levi’s sponsorship of Australia’s Next Top Model. The ANTM exec producer was keen to dedicate a full show around the making of the branded game as a demonstration of how models aren’t just expected to rock up to a photo shoot these days. Read on for concept copy…
No faux 3D or simplistic vector gaming here, Levi’s ‘Make The Cut’ is a voyeuristic live action game and brand experience set in Australia’s newest club – Hi-Fi.
A roving steadicam navigates the final eight from Australia’s Next Top Model. As the video tracks, your job is to identify which of them is wearing a perfectly fitting pair of Levi’s. Find the right girl and level one is complete. Pretty easy really. But here comes level 2.
Using wannabe extras, previous Top Model contestants or near miss auditioners we double the numbers, now sixteen girls to track through makes the search for the Levi’s model a little harder. Difficulty increases at each level until a packed club makes the search near impossible. Spot as many different styles before your time runs out, then fill in your name and email along with the exact pair of Levi’s you’d like to win. Share us with your mates and you could get your hands on the denim we’re giving away everyday throughout Australia’s Next Top Model. Will you Make The Cut?
