Levis® x Vince Staples

Creative Direction  //  Experience & Video

Levi’s® and Vince Staples partner with the YMCA Youth Institute of Long Beach to develop a music production program, integrating new resources into their existing digital media technology program for aspiring teenage musicians. 

With the help of Vince Staples and Music Producer and Executive VP of A&R at Def Jam Records, Dion “No I.D.” Wilson, YMCA music instructors introduced students to the fundamentals of creating a track in a 2-3 hour hands-on workshop.

During the workshop, students create their own lyrics (12 verses) YummyColours and Philip Lumbag designed each verse and hand painted them on 11” x 17” pages in black ink. 

The designed posters were photocopied on newsprint paper and together with the help of Rob Zagula from the Obey Shop, Vince and students wheat pasted the posters in their new music studio and around Long Beach.

Credits
Client Levi's
Agency ImprintProjects
Creative Direction YummyColours
Director Michael Belcher
Photography Lauren Crew
Editing Laura Tommaselli
Poster Design YC and Philip Lumbang
Wheatpaste coordination Rob Zagula
Content Production Claire MacDonald, Caroline Conrad