Levi’s: To Work

Project overview by The Mill:

Levi’s creates a Picturesque Ode to Small Town and Industrious Residents.

In Levi’s “To Work” we observe an ode to Braddock, PA. and its hardworking residents, promoting Levi’s workwear line. Directed by Skunk-repped John Hillcoat (The Road), the visuals evoke an Andrew Wyeth-like warmth and reverence for everyday people and small-town places, along with their story of triumph of spirit.

Our Tristian Wake, Smoke Artist, conformed, and worked closely with agency Wieden & Kennedy Portland to finesse every second and every pixel.

“To Work” is part of Levi’s integrated “Go Forth Ready to Work” campaign, which also includes film shorts, print and outdoor executions. The campaign’s roots stem from Braddock, PA’s Mayor John Fetterman’s nationally recognized efforts to steer the town’s economic recovery. As part of the campaign, Levi’s is donating more than a million dollars over two years to help refurbish the Braddock community center and support its urban farming program.

Credits:

Agency: Wieden&Kennedy, Portland
CD: Tyler Whisnand
CD: Danielle Flagg
CD: Don Shelford
CW: Nathan Goldberg
CW: Anthony Goldstein
AD: Julia Blackburn
AD: Mike Giepert
Producer: Sarah Shapiro
Producer: Juliana Montgomery
ECD: Mark Fitzloff
ECD: Susan Hoffman
Agency EP: Ben Grylewicz
Prod. Co.: Skunk
Director: John Hillcoat
EP: Shelly Townsend
EP: Matt Factor
Line Prod.: Phillip Sheridan
DP: Harris Savides
Editorial co.: Joint
Editor: Tommy Harden
Post Prod.: Shelli Jury
Post EP: Patty Brebner
VFX co.: The Mill NY
VFX Producer: Jared Yeater
Smoke VFX Artist: Tristian Wake
Flame Artist: Tristian Wake
Titles/Graphics: W&K Studio
Music/Sound Design: Stimmung
Composer: Richard Wagner
Sound Designer: Gus Koven
Song: Vorspiel
Producer: Joey Reyes
Mix Co.: Sound Lounge
Partner/Mixer: Philip Loeb
Producer(mix): Heath Raymond

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