Sydney based agency MC Creative creates film for Levi’s ‘Live in Levi’s’ campaign via AKQA
Sydney based agency MC Creative has produced an interactive web film for Levi’s USA, as part of the brand’s new global ‘Live in Levi’s’ campaign.
The 3-minute ‘Live in Levi’s Project’, created in conjunction with San Francisco based digital agency AKQA, was filmed in 5 cities across the globe and explores how a range of different people ‘Live in Levis’ – from music producer Philippe Zdar in Paris, to singer Alexis Krauss in New York, dancer Zhu JieJing in China, barber Thomas Bushnell in London, and boxer Nao Tsuchiyama in Tokyo. Throughout the film, viewers are able to dive further into a 1-minute film focussing on each personality featured, and purchase products being worn at anytime by clicking through to the Levi’s online store.
The film was directed by MCC’s creative director Chris Searl, working with leading Australian DOP Lachlan Milne, editor Peter Barton from the Editors and MCC agency producer Sally Quade.
Working with Levis on a global project was an exciting move for the agency.
Says Searl: “We’ve always enjoyed working with Levi’s through our magazine, Monster Children, so it was great to be invited to work with them on such an innovative global project.’ Chris Searl.
3 Comments
Great concept, worth looking at the one minute back stories. Beautifully shot!
That is a really good and well crafted piece of communication. The only thing one could ask, and this is not a criticism – is stick a iphone or a tablet in their hands or even give them something else – and it would be the same. But perhaps that’s it? The market they are talking to is generic. Cliches of themselves.
What a great looking testimonial.