To introduce Levi’s Stryder sneaker to a Gen-Z audience, we focused on meeting people where self-expression already lives, not through interruption, but through participation.
We led the creative direction of a Snap-native experience that allowed users to try on the Stryder sneaker through augmented reality, using their own environment and point of view. By anchoring the experience to feet-level framing, the lens mirrored how Gen-Z naturally documented style, grounding the product in real, everyday context rather than polished advertising.
The execution leaned into simplicity and immediacy. Users could activate the experience with a tap, move naturally, and see the product respond in real time, transforming product launch into playful exploration. Integrated shop-through functionality allowed discovery to flow seamlessly into intent without breaking the experience.
Rather than over-explaining the product, the creative was designed to let behaviour do the work, prioritising authenticity, interaction, and platform fluency over overt messaging.
The result was a launch that felt less like advertising and more like self-expression, using AR not as spectacle, but as a natural extension of how Gen-Z engages with style.
