Lift Off With Levi’s
Red Tab Universe — Levi’s x FashionMash
A semester-long experiential campaign transforming Levi’s iconic Red Tab into an out-of-this-world, multi-floor activation from the ground up. Guests moved through a curated storyline, from receiving a personality-based boarding pass to piloting a fully immersive space capsule mission to a denim planet. Our team planned, designed, strategized, and built the entire experience, incorporating sound, physical boarding passes, lighting, music, interactive prompts, and space-themed food. The activation blended storytelling, interactivity, and sensory design to reinforce Levi’s heritage while positioning the Red Tab as a gateway to limitless possibilities.
The 3 Month Proccess
An out-of-this-world experience—literally. This activation began at the drawing board, where five teams were challenged to imagine a bold experiential concept for Levi’s. Our team landed on a retro-futuristic vision: launching Levi’s into space. Because who’s packing for a space mission without denim?
From concept to build, we moved fast. Breaking into small teams, we brought every detail to life—installing screens, tin-foiling racks for hours, and spending late nights in the workshop turning ideas into physical experiences. In the final stretch, we reunited to tackle the biggest mission: generating hundreds of custom videos to power the interactive game’s branching choice trees.
The result was a successful pilot activation that blended hands-on craft, immersive storytelling, and technical execution—and one poised to be truly gravity-defying this spring.