Reframing success—and the language used to define it

As ACD/CW for Levi’s 2020 International Women’s Day campaign, I developed the messaging framework that redefined how the brand speaks about women’s success—shifting the lens from representation to the reframing of power itself.

Instead of celebrating women in leadership, we challenged the qualifiers that diminish it:

“She’s not a female CEO. She’s a CEO.”

This wasn’t just a line. It was a strategic rewrite of the rules—turning #IShapeMyWorld from a celebration into a statement on how language shapes power, visibility, and worth.

I led the voice direction from concept through execution—partnering across global markets to bring the message to life in over 32 regions. From social to experiential to editorial, every asset carried the same core truth: success doesn’t need an asterisk.

Impact
The campaign reached over 50M organically across global channels, inspiring wide-scale conversation—and helping Levi’s enter the cultural dialogue not as an observer, but as a reframer.

Role
Narrative Strategy · Messaging Framework · Copywriting · Global Creative Direction · Voice Oversight Across 32 Markets