Ralf Schmerberg directs campaign's :60 centerpiece for Wieden+Kennedy
This new global creative from Wieden+Kennedy, Portland, builds upon the 2009 and 2010 Levi’s “Go Forth” U.S. campaigns, paying homage to the brand’s heritage and celebrating today’s pioneers taking action to build a new and better future. The global platform serves as an invitation for people everywhere to come together to create a better world–it’s a catalyst for the belief that it’s up to each of us to make real change happen. Featuring Levi’s® Fall 2011 collection, the campaign carries the empowering statement, “Now is our time.”
The :60 commercial, titled “Levi’s Legacy,” stars real pioneering youth of Berlin to deliver a message of hope and empowerment. Directed by Ralf Schmerberg of @radical.media, the film features scenes of the German landscape from Berlin to the Baltic Sea and includes the poem “The Laughing Heart” by American poet, novelist and short story writer, Charles Bukowski. The print, digital and OOH was shot by photographers Jeff Luker and Randall Mesdon.
The campaign officially kicked off last month when Levi’s and Wieden+Kennedy Amsterdam collaborated with artist Alexandre Farto on a series of street murals in Berlin featuring the faces of locals who embodied the “Go Forth” spirit.
The new creative marks the first global advertising initiative for the brand and will span 24 countries across the Americas, Europe and Asia-Pacific regions. The 60-second film launched on Facebook yesterday and will run in cinema and on TV later this month.
The W+K creative ensemble included creative directors Tyler Whisnand and Eric Baldwin, creative director/art director Jeff Williams, copywriter Anthony Goldstein, art director Julia Blackburn, producer Sarah Shapiro, executive creative directors Mark Fitzloff and Susan Hoffman, and executive producer Ben Grylewicz.
“Levi’s Legacy” was edited by Joint‘s Tommy Harden who also served as sound designer. The DP was Daniel Gottschalk. Method Studios was the VFX studio. Music came from Search Party.
“Overnight Success” Has Been More Than A Decade In The Making For Meghann Fahy and Eve Hewson
Meghann Fahy and Eve Hewson, two of the stars of Netflix's whodunit "The Perfect Couple," have news for you if you want to call them breakouts: They've been working in this business for more than a decade.
Fahy made her TV debut in 2009 in an episode of "Gossip Girl." Hewson's first big film role was in 2011's "This Must Be the Place." They do concede, however, that it's recent TV roles — "The White Lotus" for Fahy and "Bad Sisters" for Hewson — that have led to new frontiers of opportunity.
Susanne Bier, who directed "The Perfect Couple," says both Fahy and Hewson are "going to be big stars."
"They certainly have proper, profound star quality, Both of them in very different ways," Bier says. "Both are incredibly creative, incredibly smart, and also have a impressive insight as to who they are. You can be a great actor or actress and not necessarily really know who you are yourself. And they do."
Hewson, 33, whose dad is U2 front man Bono, may have grown up in a famous family but she's now in demand in her own right. She will next be seen in a second season of "Bad Sisters, " out in November. She's in Noah Baumbach's next film, alongside Adam Sandler, George Clooney and Riley Keough. She's also been cast in Steven Spielberg's next production and is set to star opposite Murray Bartlett in a racing series for Hulu.
Fahy, 34, is in production on a limited series with Julianne Moore and Milly Alcock called "Sirens," written by Molly Smith Metzler ("Maid") for Netflix. She also has two films in the can with Josh O'Connor ("The Crown," "Challengers") and Brandon Sklenar ("It Ends With Us").
The two actors spoke candidly about this phase of their careers. This interview has been condensed for clarity and... Read More