Danielle Levitt–who directed the lauded Ad Council’s “Love Has No Labels” produced by Persuade and Influence along with Mindride for agency R/GA–has joined the live-action roster of Santa Monica-headquartered integrated production company Tool of North America.
“Love Has No Labels” won this year’s primetime commercial Emmy Award as well as such honors as a pair of AICP Next Awards–one in the Next/Cause Marketing category, the other for Viral/Web Film. The Ad Council piece features a variety of couples interacting behind a large X-ray installation. As the skeletons kiss and dance, viewers mentally fill in the blanks. When unexpected duos step out from behind the screen, including a loving gay couple, the surprise gives viewers a simple demonstration of their implicit bias–and often leads to their acceptance of something that is actually quite beautiful. The public service spot has resonated with viewers, promoting unity at a time when divisiveness seems to be the norm. This positive message has helped “Love Has No Labels” become one of the year’s most shared ads.
Based in New York City, Levitt is best known for exploring the evolving landscape of the American youth culture, which is well represented in her work for Marc Jacobs and Reebok. Levitt’s other commercial work includes campaigns for brands including Nike, Sprite and Old Spice. She has also photographed celebrity portraits for Jenna Lyons, Rick Owens, the cast of Broadway’s Waitress, and Donald Rumsfeld. Since beginning her career in portrait photography, she has built a rich body of work including intimate portraiture and vibrant editorials for Vanity Fair, NY Times Magazine, TIME and GQ. As a commercial director, she has created original content for brands such as Apple, HP, Budweiser, Cadillac and Conde Nast publications, among others. In addition to the AICP Show and the Emmys, her work has been honored by Cannes Lions and The One Show.
“I’ve long admired the work being done by the talented group of directors at Tool,” said Levitt. “Tool seeks out innovative projects that others may back down from, and I’m excited for the opportunity to challenge myself creatively and artistically as a director.”
Oliver Fuselier, managing partner, live action, for Tool, related, “When I first saw Danielle’s work, I was immediately drawn to the rawness and realness of her vision. I could feel and see that she saw life in a different way, and it was clear that she wanted to share that with anyone and everyone who looked at her work. She is dynamic, energetic, a force to reckon with, and we can’t wait to see where this new partnership leads.”
