With a cast of Braddock residents, we set out to bring our theme of the new frontier to life. Working with John Hillcoatdirector 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 arent frontiers anymore. They cant see how the frontiers are all around us.
CLIENT: Levi Strauss & Co. PROJECT NAME: Levi's Work Wear Campaign TV Spot - "To Work" SYNOPSIS OF SPOT: With a cast of Braddock residents, we set out to bring our theme of the new frontier to life. FORMAT :60 & :30 CLIENT CONTACT: Doug Sweeny LAUNCH DATE: 7/2/10 DURATION OF CAMPAIGN: 6 months W+K PORTLAND Creative Directors: Tyler Whisnand / Danielle Flagg / Don Shelford Copywriter: Nathan Goldberg / Antony Goldstein Art Director: Julia Blackburn / Mike Giepert Producer: Sarah Shapiro / Juliana Montgomery Account Team: Andrew Schafer / Tamera Geddes / Jessie Young Executive Creative Directors: Mark Fitzloff / Susan Hoffman Agency Executive Producer: Ben Grylewicz PRODUCTION Production Company: SKUNK Director: John Hillcoat Executive Producer: Shelly Townsend Line Producer: Phillip Sheridan Director of Photography: Harris Savides EDITORIAL Editorial Company: Joint Editor: Tommy Harden Post Producer: Shelli Jury Post Executive Producer: Patty Brebner VFX VFX Company: The Mill Smoke Visual FX Artist: Tristian Wake Flame Artist: Tristian Wake VFX Producer: Jared Yeater Titles/Graphics: W+K Studio MUSIC + SOUND DESIGN Music+Sound Company: Stimmung Composer: Richard Wagner Sound Designer: Gus Koven Song: Vorspiel Producer: Joey Reyes MIX Mix Company: Sound Lounge Mixer: Phillip Producer: Heath Raymond