Levi's: To Work

January 28, 2010Filed under Film and Fashion, Clothing, Footwear

With a cast of Braddock residents, we set out to bring our theme of the new frontier to life. Working with John Hillcoat—director of The Proposition and The Road (which was shot in Braddock)—the goal was to begin the spot with a sense of timelessness. We wanted viewers to feel that what they were seeing could be “set” in the 1830s or the 1930s. Then, as dawn comes up, the viewer begins to realize that the pioneers the girl narrating the spot is speaking of are real people in a real place, settling a new kind of frontier in their own ways. The spot ends with a reworking of the opening shot from the film The Searchers, one of the most famous frontier vistas in cinema history. Pushing past the door and onto a Braddock street, the girl tells us, “Some people think there aren’t frontiers anymore. They can’t see how the frontiers are all around us.”

Advertising Agency:Wieden+Kennedy, Portland, USA
Chief Creative Officer:Dan Wieden
Executive Creative Director:Mark Fitzloff, Susan Hoffman
Creative Director:Tyler Whisnand, Danielle Flagg, Don Shelford
Art Director:Julia Blackburn, Mike Giepert
Copywriter:Nathan Goldberg, Antony Goldstein
Advertisers Supervisor:Doug Sweeny
Planner:Andy Lindblade
Account Manager:Andrew Schafer
Account Supervisors:Tamera Geddes, Jessie Young
Production Company:Skunk
Director:John Hillcoat
Executive Producers:Matt Factor, Shelly Townsend
Editor:Tommy Harden
Sound Studio:Sound Lounge
Sound Design:Gus Koven
Post Production:The Mill
Production Designer:Dominic Watkins
Color Mastering:Pascal Dangin
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