Just after dropping his 2018 album, “Man of the Woods,” Justin Timberlake released his first-ever clothing line in collaboration with Levi’s.

As the Global Copy Director at Levi’s, my team was charged with developing the launch campaign, including the simple yet powerful tagline: “A collection rooted in quality and self-expression.” This was the common thread throughout all the deliverables, from product packaging to social channels.

We also created a sweepstakes campaign promoted on digital channels and social media, giving away five limited-edition Trucker Jackets from the collection.

The campaign got millions of PR impressions and millions of likes and shares, and the partnership with JT is now in its second season.