I developed the messaging framework that redefined how Levi’s speaks about women’s success—shifting the focus from representation to reframing achievement itself. Instead of simply celebrating ‘women in leadership,’ the campaign challenged gender qualifiers altogether: ‘She’s not a female CEO. She’s a CEO.’ This strategic shift turned #IShapeMyWorld into more than a campaign—it became a statement on how language shapes power. The result? A global campaign across 32 markets, 50M+ organic impressions, and a brand message that didn’t just join the conversation—it redefined it.

Below you’ll find the upfront followed by the campaign assets.