To celebrate the launch of Levi's new line of work wear clothing, we collaborated with mayor John Fetterman of Braddock Pennsylvania, one of the poorest counties in America. We documented real work being done by real people and created a campaign that was mutually beneficial to both Levi's and the town of Braddock. As part of the campaign, Levi's committed to investing $1 million to help rebuild Braddock's Communities Center.

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LEVI'S BILLBOARD WITH SAGMEISTER

LEVI'S BILLBOARD WITH SAGMEISTER

As part of the campaign, we worked with my personal design hero Stefan Sagmeister to get the campaign's work messages out in the world.

LEVI'S "WORKWEAR" PRINT CAMPAIGN

LEVI'S "WORKWEAR" PRINT CAMPAIGN

Print campaign photographed by Melody McDaniel featuring the real workers of Braddock Pennsylvania.

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