Unveiling the Past, Shaping the Future
Levi Strauss & Co. Executive Production and Culture Narrative Development Case Study
In 2024, I led the creation of LS&Co.’s first historical values and heritage documentary feature. This initiative redefined our narrative-driven storytelling approach, setting new benchmarks for how we amplify our values-based narrative at a time when topics like diversity, inclusion, and belonging are increasingly politicized.
Impact and Transformation
The documentary follows LS&Co.’s journey in embracing inclusion and belonging, showcasing both past achievements and challenges. It highlights the company’s commitment to building and sustaining a culture of inclusion and belonging while openly addressing past mistakes and strategic changes that have shaped its approach.
The feature and project achieved the following:
Redefined storytelling: This project has transformed our narrative-driven storytelling at LS&Co., setting new standards for engaging and impactful communication.
High engagement: The feature has amassed over 120+ hours of watch time, with the associated content ranking among the top-performing pieces across LS&Co. corporate channels in 2024.
Integrated across the employee life cycle: The documentary has been seamlessly incorporated into LS&Co.’s employee experience, from hiring to orientation and ongoing development.