Levi's Curve ID: "Curve ID" TV Commercial by Ogilvy & Mather Advertising Taiwan

Leviâs was launching a new revolutionary custom fit system for women worldwide. The line called Curve ID introduces a new range of jeans tailored for different body types and is going by the slogan âItâs about shape, not sizeâ. In order to bring out the three different Curve ID namely, Slight, Demi and Bold, Ogilvy & Mather Taiwan focused on the curvature of the hips using hand drawn lines.


At the start of the commercial, you see the hand drawn figure of a woman from a distant. As she walks nearer, you see three different colored body curves at the same time, reinforcing the slogan that not all women are shaped the same way. The choice to go with watercolor is to be able to express the femininity and character of the individual woman. The vibrant color on the face and hair, together with the expressive lines create a visual that echos the statement Curve ID, the revolutionary new line from Leviâs, is making about the distinctive shape of every woman.

Client: Levi Strauss & Co. Taiwan
Agency: Ogilvy & Mather Advertising Taipei
Production Company: JL Design
Date Uploaded: 2010-11-02
Director(s): JL
Production company: PostCard Film
Creative Director: JL
Executive Producer: angela moo
Art Director: JL
DoP: Shiyin Fu
Post production: Chih Chung Tso
Music + Sound Production: Rockid Lee
Country: Taiwan
Agency: Ogilvy & Mather Advertising Taipei
Art Director: Leah Chen
Copy Writer: Justin Chia
Senior Producer: Abby Ku
Account : Zoe Chuang / Thomas Yu
Design Studio: JL Design
Director: JL
Creative Director: JL
Art Direction: JL
Executive Producer: Angela Moo
Project Manager: Shirley Yang
Head of Production: Chih Chung Tso
Designer / Compositor: Chih Chung Tso, Utsuo Chen, Showy Lin
3D Artist: Chih Chung Tso, Weiting Chen, Gilbert Chu, Zoe Tsai, Chan Chia Chang
Production
Director of Photography: Shiyin Fu
Producer : Ivan Chen, Ching Huang / PostCard Film
Music: Rockid Lee
Casting: Benjamin Ko
Talent: Fan Fu, Anita Wang, Natalia Li / Catwalk