LEVI'S

Together with the team at Levi’s®, I led the creative direction and cultural strategy for a collaboration with Mexica artist and activist Xiuhtezcatl and the Anahuacalmecac school. The work was built around community and lived experience, with Indigenous voices shaping the direction from the start.

Challenge

The brief was to create something meaningful for Latinx Heritage Month while addressing the ongoing lack of Indigenous representation. It needed to feel honest and collaborative, not symbolic, and reflect the depth and complexity of the community.

Solution

We built a process that centered the students as creators, giving them the space to share their perspectives in their own words. The work moved beyond awareness and into something tangible through the creation of a special edition Levi’s® SecondHand Trucker Jacket, tying storytelling directly to product.

Through photo, video and design, the project connected history, identity, and visibility. It created a platform for dialogue while grounding the work in real community impact rather than surface-level representation.