Written by on Jun 30, 2010. Posted in Production News

Levi’s shoots in Braddock, Pennsylvania

Levi’s has filmed its latest commercial in Braddock, Pennsylvania. The township on the outskirts of Pittsburgh has made headlines in recent years for spectacular economic decline. Ready to Work takes a snapshot of life in Braddock as a broken township keen to embrace recovery.

The production honed in on Braddock as a raw frontier within the US and chose to integrate that theme with the Levi’s 501 work wear range. Shelly Townsend, a Producer with Skunk, said: “The people there are good people who have fallen on hard times, but they are still generous and open. It was our intention to capture the tragedy, as well as the strength and beauty – and to convey a message of determination and hope. We wanted to do this together with the community, in the most respectful way. It was very emotional.”

Support was given by the local Pittsburgh film community and the production offered employment to many local residents. Everyone who appears in the commercial lives in Braddock. The advert was directed by John Hillcoat, who had previously filmed in the town for post-apocalyptic feature The Road.

Credits
Client: Levi’s
Agency: Wieden & Kennedy
Producers: Ben Grylewicz, Juliana Montgomery, Sarah Shapiro
Creative Directors: Mark Fitzloff, Danielle Flagg, Susan Hoffman, Don Shelford, Tyler Whisnand
Creatives: Julia Blackburn, Mike Giepert, Nathan Goldberg, Antony Goldstein
Production Company: Skunk US
Producer: Shelly Townsend
Director of Photography: Harris Savides
Director: John Hillcoat