To celebrate 125 years of Lee Jeans, a curated experience was created. A showcase of their iconic products, brand history, the legendary Buddy Lee. And a music gig with music influences from different eras held together by DJ Nucleya. The scope of work included event curation, pre-event promos, collaterals and backdrop screen visualisation.
Phase 1 - Pre-Launch on Vine: Creating buzz and announcing the launch through Quickies Lite, a Vine film fest with a theme.
Phase 2 - Instagram Shorts: Aspiring filmmakers invited to make 15 sec Instagram films on the Lee theme ‘Stay Curious’, that get uploaded on leequickies.com for selection.
Phase 3 - 1 min shorts: The finalists go on to a TV reality show/contest hosted by Farhan Akhtar (leading Indian director) on MTV.
Phase 4 - Grand Finale: The national winners from similar contests from across countries get a chance to showcase their films at the international Lee Quickies festival.