Levi's Copper Jeans: X-ray Female

"Reconstructed" is the new Fall/Winter 07 print campaign for Levi's Copper Jeans. Much the same way Copper Jeans' seams and pockets are held in place with metal rivets, broken bones can be reconstructedwith metal pins and plates. The vintage x-ray treatment is a nod to Levi's 154 year heritage, as well helping to showcase Copper's product features in an interesting, new light.

Advertising Agency: Bartle Bogle Hegarty Asia-Pacific, Singapore
Creative Director: Todd Waldron
Art Director: Hoon Pin Kek
Copywriter: Douglas Hamilton
Editor: Dave Phung
Photographer: Simon Harsent
Additional credits: Rebecca So, Xenia Tan,
Published: September 2007