Levi's® x Alicia Keys

Creative Direction  //  Experience & Video

Together, Alicia and Levi’s® launched the Music Technology program at Edward R. Murrow High School in Brooklyn, NY.

The Music x Technology program introduces students to sound engineering, audio-visual production and post-production, mastering, song writing, and more. Students can now study in state-of-the-art facilities including a new media lab, with an isolated recording booth and mobile recording carts.

Nine hundred students attended a launch event featuring Murrow student performances: Unlocking the Truth, Murrow Gospel Choir and prodigy pianist David Fleuranvil. Alicia made a surprise appearance joining David Fleuranvil on stage for an unforgettable performance of “If I Ain’t Got You,” followed by an inspirational speech.

Yummycolours, in partnership with the ImprintProject team, designed the Music x Technology room from floor plan and color choices, to furnitures and worked with Edward Rubiera for the mural. YC also co-directed the video with Michael Belcher over 2 days of shooting.


Client Levi's
Agency ImprintProjects
Creative Direction YummyColours
Director Michael Belcher
Photography Alex Beck
Editing Laura Tommaselli
Mural Artist Edward Ubiera
Event Coordination Claudine Goin
Content Production Claire MacDonald, Mai Fujiwara