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Ashidiq Ghazali/Dominic Goldman, art directors
Audra Tan, writer
Dominic Goldman, creative director
Ashidiq Ghazali/Dominic Goldman/Shawn Loo, design directors
Chandra Barathi, programmer
Roy Zhang, photographer
Ben Galvin, sound designer
Pin Fern Yow, project manager
OgilvyOne Singapore, project design and development
Bibi Choa, Levi's, client

“Just the right amount of cool and clever. And hey, we can all relate.” —juror Grace Stanat

“Simple yet cleverly considered and executed. This strong, conceptual, interactive piece manages to convey the tone of the brand and provide purchasing information—and it does it all with very few words.“ —juror Deb Koch

Overview: This banner was part of the online launch for the Levi’s 501 Re-Born campaign across Asia. The banner showcases the four different finishes available with this new jeans cut.

• Animation was created using frame-by-frame photography
• Initial load is 30k, subsequent loads are 50k each
• 9 days, 8 people

Comments by Dominic Goldman:
“We were looking for an old-school washing machine like the one in the classic Levi’s launderette commercial where Nick Kamen walks into a laundromat to the tune of Marvin Gaye’s “I Heard It Through the Grapevine.” We couldn’t find any in Singapore so we ended up finding a similar-looking machine and painting it silver for the shoot. Fortunately, it worked just as well.

“While designing the washer, we also experimented with different ways for the viewer to select from the four finishes: knobs, buttons, dials. We eventually recreated a panel from scratch that was cleaner in terms of design than the one found on the original machine. “In terms of the programming, it’s interesting to note that when the machine spins, it’s actually acting as a preloader for the jeans to pop out. Each load is 50k so if you’re on a slower connection the jeans will spin for longer.”


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