Creativity

Levi's: Go Forth 2012

In case you thought putting on a pair of jeans was simple.

Published on Aug 03, 2012

Editor's Pick

Lance Acord directs this Wieden & Kennedy Portland-helmed spot Levi's, part of its 2012 Go Forth marketing campaign, which spotlights the brand's Fall/Winter 2012 collection. Aimed at those who dress with a sense of purpose, the intense, fast-paced spot features some pretty beautiful poetry about the thread that holds a pair of Levi's together -- and ultimately holds you together too, as you traverse the ups and downs of the road of life. Shots of people buttoning in their jeans and heading out the door abound, as well as some slick cinematography that captures people walking down hallways, standing in the subway or holding forth in a classroom.

The print elements of the campaign will feature taglines like "Cut with Grace" and "Tailored for the Young and Hungry," with photographs by Christian Weber. The work will also feature a model that was found through the brand's Instagram-based casting effort launched earlier this year.

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About

Credits

Date
Aug 03, 2012
Agency:
Weiden + Kennedy Portland
Client:
Levi's
Creative Director:
Tyler Whisnand
Creative Director:
Eric Baldwin
Creative Director:
Don Shelford
Copywriter:
Erin Swanson
Art Director:
Jimm Lasser
Art Director:
Monica Nelson
Producer:
Sarah Shapiro
Producer:
Kirsten Acheson
ECD:
Mark Fitzloff
ECD:
Susan Hoffman
Agency Executive Producer:
Ben Grylewicz
Business Affairs:
Cindy Lewellen
Strategic Planner:
Andy Lindblade
Production Company:
Park Pictures
Director:
Lance Acord
Executive Producer:
Jackie Kelman Bisbee
Executive Producer:
Mary Ann Marino
Line Producer:
Caroline Kousidinis
Director of Photography:
Lance Acord
Editorial Company:
Joint
Post Producer:
Lisa Ashe
Editor:
Tommy Harden
Post Executive Producer:
Patty Brebner
Assistant Editor:
Eric Hill

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