Levi's superbowl LX -
Levi's superbowl LX -
The brief
With Super Bowl LX taking place at Levi’s Stadium and the Bay Area serving as the birthplace and home of Levi Strauss & Co., the moment carried unique significance for the brand. Levi’s set out to turn its hometown retail footprint into a connected series of destinations, celebrating the intersection of football, culture, and San Francisco through immersive store transformations and live programming throughout Super Bowl week.
What I Led
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What I Led ~
Multi-Location Production Leadership
Managed interconnected production workstreams across a six-location Bay Area program, translating one campaign into multiple physical environments with individual scopes, schedules, operational requirements, and programming.
Vendor & Cross-Functional Management
Coordinated fabricators, installers, artists, retail teams, agency partners, and client stakeholders, keeping responsibilities, approvals, logistics, and changing priorities aligned across locations.
Complex Workback & Operational Planning
Built and managed tightly sequenced production plans spanning overnight builds, traveling install crews, freight and asset movement, store merchandising handoffs, live programming, and staggered deinstallation across multiple cities.
Live Programming & Talent Coordination
Managed the operational requirements surrounding artist customization, influencer programming, guest experiences, and talent appearances, ensuring live moments integrated seamlessly into active retail environments.
Fabrication, Installation & Store Transformation
Oversaw the production and installation of custom environmental elements including large-scale graphics, fixture transformations, painted architectural elements, dedicated lifestyle and vintage displays, and immersive room takeovers.
On-Site Leadership & Real-Time Problem Solving
Led critical on-site production across locations, managing overnight installs, store handoffs, vendor execution, asset readiness, and inevitable real-time pivots while protecting both the creative vision and opening deadlines.
execution
Across Super Bowl week, Levi’s retail locations throughout the Bay Area were transformed through custom fabrication, immersive merchandising, live artistry, and special programming. Overnight builds allowed spaces to transition without sacrificing retail operations, while artist customization from Apexer and Jurne, influencer moments, and talent programming gave guests new reasons to engage with the stores throughout the week. Behind the scenes, overlapping builds, programming schedules, logistics, and strikes were managed as one coordinated production.
6 Bay Area Activations
5 Levi’s locations plus a mobile Airstream brought one cohesive Super Bowl campaign to life across San Francisco, Santa Clara, Palo Alto, and Emeryville.
7 Days of Programming
A week long retail takeover spanning artist customization, influencer and player appearances, immersive merchandising, and consumer experiences during Super Bowl week.
1 seamless Multi-Site Production
Coordinated staggered overnight installs, live programming, store operations, specialized production crews, and deinstallation across six active environments.