Why This Moment Mattered
MongoDB.local San Francisco brought thousands of developers together in the heart of the Bay Area, a place defined by innovation, creativity, and cultural legacy. Partnering with Levi’s®, an iconic San Francisco brand, created a rare opportunity to connect a modern tech audience with authentic local heritage. This wasn’t just swag. It was a tangible, personal keepsake that rooted a global tech conference in its hometown.
The Brief
MongoDB wanted to anchor its flagship local event in authentic Bay Area culture by partnering with an iconic local brand. Levi’s® was selected to deliver a premium, memorable experience that felt meaningful to attendees while efficiently serving a high-volume audience in a single day.
Objectives
Create a culturally relevant experience rooted in San FranciscoOffer attendees a premium, personalized takeawayCelebrate the tech and hackathon spirit of MongoDB.localDeliver customization at scale without sacrificing qualityEnsure smooth execution for hundreds of attendees in one day
Our Strategy
We designed the experience around personalization at pace. By combining Levi’s® heritage with thoughtful operational planning, we created a customization flow that balanced craftsmanship with throughput.Customization became the storytelling device. Every detail, from patch design to stitching techniques, was intentionally chosen to speak to the tech community, the Bay Area, and the hackathon mindset of building, experimenting, and making things your own.How We Brought It to Life
We concepted, designed, and executed a fully immersive Levi’s® customization hub within the MongoDB.local event footprint. To meet attendee demand, we expanded beyond a traditional setup by incorporating the Levi’s® Airstream alongside additional tailoring stations.This multi-station approach allowed us to maintain energy, reduce wait times, and accommodate the high volume of attendees eager to customize their jackets, all while preserving a premium, hands-on experience.Key Elements
Complimentary Levi’s® trucker jackets for attendeesCustom patch designs inspired by:The tech industry and developer cultureSan Francisco landmarks and local prideHackathon themes of innovation and creativityLevi’s® Airstream serving as a hero customization momentAdditional on-site tailors to support volume and efficiencyChain stitching personalization, allowing attendees to further customize their jackets with names, phrases, or meaningful detailsBranded environment seamlessly integrated into the MongoDB.local experience
What Made This Collaboration Unique
This collaboration worked because it respected both audiences. Levi’s® brought authenticity and cultural credibility, while MongoDB leaned into experiential storytelling rather than traditional swag. The inclusion of tech-inspired and hackathon-driven patches made the experience feel designed for the community, not just placed in front of it.By pairing heritage craftsmanship with scalable execution, the activation delivered a rare balance of personalization, efficiency, and cultural relevance. Attendees didn’t just leave with a jacket. They left with a piece of San Francisco, a nod to their craft, and a wearable reminder of a moment where tech and culture truly connected.
