Levi’s
Levi’s is one of the most iconic American clothing brands. From manufacturing the first blue jeans to creating bold ads and forever reinventing the modern casual style, today Levi’s is an inseparable part of the global culture.
Levi’s taught me how to incorporate realism into every shoot and be truly authentic myself. They use employees as models, seeking out the imperfections and asymmetries that make personal style real. Nothing is over-polished, overdone, or forced.
“How To” Styling Series
Role: Senior Producer
Levi’s added new skinny jeans to their big denim collection and wanted a series of videos showing off different styling techniques for their garments. Our team was fortunate to collaborate with Kaede Matsumoto — Global Brand Style Director at Levi’s — and learn firsthand her tricks and tips.
Each video was shot using a 360° filming approach to achieve a sense of dynamism. The production demanded extensive rigging, inventive lighting, and creative camerawork to make the action come to life. Five unique sets were built specifically for this project in a huge barn in Petaluma, surrounded by green hills and a herd of goats. Check out the behind-the-scenes video here.
The series of five videos are shown below, along with a selection of stills.
Stretch Denim in Motion
Role: Senior Producer
Levi’s needed an eye-catching video to showcase their new stretch denim for men.
The spot communicates new features of the fabric by showing action on screen — model runs, jumps, and twists while wearing Levi’s jeans. Director Brandon Tauszik selected a Phantom Flex 4K camera that shoots 1,000 frames per second for creating a super slow-motion effect. That gives great attention to the stretchy fibers of the fabric and creates a beautiful cinematic look. This commercial was featured in retail environments all over the US.
Check out the behind-the-scenes video here.
Concept of San Francisco
Role: Senior Producer
My collaboration with Levi’s started off with a BANG — their Concept Design Team urgently needed an inspiration-film for the new clothing line. I had 4 days to produce a major lifestyle shoot that included 5 models, 1 classic convertible, approximately 10 outdoor locations in San Francisco, and… did I mention a boat?
From day one we adopted Levi’s authentic approach to filming, so rather than having a strict script we decided to follow our amazing talent, give them a lot of creative freedom, and capture their adventures.
The Concept Design Team loved the video. It is inspired by San Francisco, freedom of expressionism, and the “beach-nik” lifestyle.
