We decided to invent branded communications tools that would connect the worlds of analogue and digital whilst exuding their own timeless style – just like Levi’s.

These tools would have to inspire in their own right, and be an authentic connection point between the brand’s ambassadors, and fans around the world during the three-week train project.

The Tools were a true hybrid of old and new. Every analog switch was repurposed. For example, a dial on the Graflex camera chose Instagram filters.

Familiar digital interfaces were also given physical form. Nixie tubes on the Underwood typewriter counted down characters remaining for tweets.

Many innovative hardware and software add-ons were used, like custom circuit boards and Raspberry Pi modules as the brains inside each device.

Additionally, artists and influencers on the train tour were each given RFID bracelets for instant sharing.

The Tools captured the imaginations of people around the world – with a total of 433 million global media impressions, and 2.3 million social impressions created. An authentic connection was made between Levi’s, the brand’s ambassadors, and fans. The campaign received glowing reviews from innovation-focused and culturally relevant publications like Wired, Rolling Stone, The New York Times and Vice magazine.