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.
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
Print campaign photographed by Melody McDaniel featuring the real workers of Braddock Pennsylvania.
Art Direction for Levi's. Collaboration with Braddock, Pennsylvania and Mayor John Fetterman. Commercials directed by John Hilcoat and Melodie McDaniel. Cinematography by Harris Savides. Photography by Melodie McDaniel. Short films directed by Aaron Rose. Work installations created by Stefan Sagmeister.