The 2024 Live in Levi’s® campaign from TBWAChiatDay Los Angeles opens with this film that captures the energy and joy of dance as a powerful medium of expression and optimistic advancement. Levi’s new seasonal range of tops, jeans, and more are brought to life in the spot titled “The Floor Is Yours,” within which dance represents the positive impact of taking action. Directed by Omar Jones of production company Riff Raff and choreographed by Sherrie Silver, the film depicts a group of friends stuck in a conventional, still world, until one person dares to move and break the mold. This ignites a captivating, chain reaction dance scene set to an unreleased track from Kaytranada featuring Channel Tres, marking the first teaser of the new song which is due to drop later in the year.
Alongside the film, the Levi’s® brand is providing individuals from all walks of life with the opportunity to get involved by launching #LevisOpenCall, an open casting call for doers from around the world to dance in a new exclusive film for the unreleased Kaytranada track teased in the campaign film. Calling all dancers from various backgrounds and experience levels, #LevisOpenCall is open to anyone that likes to move. This project welcomes people from every corner of the globe, embracing communities everywhere, and celebrates the power that comes when you put yourself out there and dare to do.
CreditsClient Levi Strauss & Co. / Levi’s Agency TBWAChiatDay LA Production Company Riff Raff Omar Jones, director; Todd Martin, DP; Sherrie Silver, choreographer; Bee Diamondhead, stylist. Editorial Adam Robinson, editor. Finishing Parliament
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More