The Levi’s brand unveiled its 2012 Go Forth global marketing campaign which this time around is titled “This is a pair of Levi’s.” Centerpiece of the campaign–out of Wieden+Kennedy, Portland, Ore., is “Threads,” a :60 directed and shot by Lance Acord of Park Pictures that depicts individuals from diverse walks of life putting on their Levi’s in the morning and preparing to face the day. We watch them as they button their jeans, tuck in their shirts, get on their bikes, and head out the door, all the while repeating our mantra “you’re gonna be great, you’re gonna be great, you’re gonna be great.”
The spotlight of the campaign is the Levi’s® brand’s new Fall/Winter 2012 global collection, which features a refined and tailored look made for those who get dressed each morning with purpose.
The creative went live today on Levi.com and Levi’s YouTube channel. In the U.S., the spot will also run on television beginning mid August and in cinema on nearly 8,000 screens beginning Sept 28.
The W+K creative ensemble included creative directors Tyler Whisnand, Eric Baldwin and Don Shelford, copywriter Erin Swanson, art directors Jimm Lasser and Monica Nelson, producers Sarah Shapiro and Kirsten Acheson, executive creative directors Mark Fitzloff and Susan Hoffman, executive producer Ben Grylewicz and strategic planner Andy Lindblade.
Jackie Kelman Bisbee and Mary Ann Marino exec produced for Park Pictures. Caroline Kousidinis was line producer.
Tommy Harden of Joint edited and served as sound designer on “Thread.”
VFX house was A52.
Audio post mixer was Jeff Payne of Eleven.
Directing and Editing “Conclave”; Insights From Edward Berger and Nick Emerson
It’s been a bruising election year but this time we’re referring to a ballot box struggle that’s more adult than the one you’d typically first think of in 2024. Rather, on the industry awards front, the election being cited is that of the Pope which takes front and center stage in director Edward Berger’s Conclave (Focus Features), based on the 2016 novel of the same title by Robert Harris. Adapted by screenwriter Peter Straugham, Conclave stars Ralph Fiennes as the cardinal leading the conclave that has convened to select the next Pope. While part political thriller, full of backstabbing and behind-closed-door machinations, Conclave also registers as a thoughtful adult drama dealing with themes such as a crisis of faith, weighing the greater good, and engaging in a struggle that’s as much about spirituality as the attainment of power.
Conclave is Berger’s first feature after his heralded All Quiet on the Western Front, winner of four Oscars in 2023, including for Best International Feature Film. And while Conclave would on the surface seem to be quite a departure from that World War I drama, there’s a shared bond of humanity which courses through both films.
For Berger, the heightened awareness of humanity hit home for him by virtue of where he was--in Rome, primarily at the famed Cinecittà studio--to shoot Conclave, sans any involvement from the Vatican. He recalled waking up in Rome to “soak up” the city. While having his morning espresso, Berger recollected looking out a window and seeing a priest walking about with a cigarette in his mouth, a nun having a cup of coffee, an archbishop carrying a briefcase. It dawned on Berger that these were just people going to... Read More