Levi’s gets into the fuzzy spirit for the holidays

Levi’s is leaning into stop-motion animation for the holiday season with "Let’s get fuzzy", a global campaign that puts warmth, belonging and its growing lifestyle ambitions at the centre of its festive push.

The campaign stars Fuzzyeti, affectionately known as Gus, a larger-than-life character who goes from feared outsider to welcomed guest. His story taps into the idea of belonging during the festive period, while positioning sweaters and layered looks alongside Levi’s signature denim.

At the heart of the campaign is a handcrafted stop-motion film, with its sets, characters and outfits made by hand. According to Levi’s, each second of animation required four hours of filming, while the clothing worn by the characters was meticulously recreated by artisans.

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The use of Claymation also draws on Levi’s advertising heritage, referencing its 1995 "Clayman" spot, which the brand said was the first full-length commercial to be shot entirely using the animation technique.

Beyond the film, the campaign extends across retail, digital and social channels as Levi’s looks to spotlight its wider apparel offering beyond denim. Its holiday collection centres on sweaters for men and women, complemented by fleeces, flannels, thermals, corduroy, outerwear and accessories.

The pieces are designed to be layered with Levi’s denim silhouettes including the 501 Loose, 578 Baggy, Ribcage and Loose Taper, as the brand looks to strengthen its positioning as a broader denim lifestyle brand.

The campaign launched globally on 2 November, with the collection available online, through the Levi’s app and at selected stores. Levi’s Tailor Shop is also rolling out a holiday customisation offering at selected locations worldwide, allowing consumers to personalise pieces with fuzzy embellishments and other touches.

“Our Levi’s ‘Let’s get fuzzy’ campaign was an opportunity to experiment with immersive and tactile world-building across retail, digital and social,” said Kenny Mitchell, global chief marketing officer at Levi’s.

“Anchored by a film created entirely with stop-motion Claymation, it’s also the celebration of the craft and human creativity synonymous with the Levi’s brand,” he added.

Mitchell said the campaign is also another step towards Levi’s ambition to become the world’s leading denim lifestyle brand, putting a greater focus on its sweater range as a complement to its denim while supporting its push to grow across categories.

Levi’s is not the only fashion brand turning to handcrafted animation for the festive season. Last month, PRADA put pencil to paper for its 2026 holiday campaign, "Drawing Prada: Animated by hand", combining live action with traditional hand-drawn animation to place human craft and storytelling at the heart of the work.

The campaign stars PRADA ambassadors Chen Haoyu, Sadie Sink, Maya Hawke and Kelvin Harrison Jr., alongside actor Luther Ford. Its hero film moves the cast between real-life settings and whimsical illustrated winter worlds, bringing together fashion, performance and traditional animation.

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