levi's
2020
Levi's and FARM Rio collaborated on a collection that celebrated the meeting of urban and nature. When the business conversations and creative development started, it was the beginning of the partnerships area at FARM Rio, so I was the only person full-time focused on it and the main responsible of all processes and alignments with Levi's Global Partnerships team. I managed: the workflow of in-house apparel designers, timelines of product development and operations, meetings with teams in San Francisco and Rio, progress of contract with the legal team, and marketing activations (such as Levi's in-store and online jeans customization using the collab's elements).
The collection was launched at FARM Rio's and Levi's websites and stores, in 14 countries of North America, Latin America and Asia-Pacific. There was also a great buzz over the social medias of both brands and with influencers, as well as good communication investments on main channels: paid media, OOH, PR/press, in-store visual merchandising, email and social. In addtion, both brands teamed up with SOS Mata Atlântica and One Tree Planted to plant 14,000 native trees to restore two Brazilian forests.
