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Craft Categories - BEST EDITING: LEVI STRAUSS & CO.

Published on .

TBWA/Chiat/Day, San Francisco

Editorial Co.: Inside/Out Editorial, Santa Monica, Calif.; Editor: Fred Fouquet; Executive Producer: Esther Gonzalez

The mesmerizing effect seen in Levi's "Run" was achieved by shooting the spot not with a conventional movie camera but with a still camera. Editor Fred Fouquet took the frames, digitally repositioned, recropped and recomposed them, then set them to a driv-ing techno-music track composed by the directors. The result: movement of the actors, seen running down nondescript hallways, appears almost robotic. It's an extremely hip and edgy look, which is not a bad attitude to convey, given Levi's problems reaching kids.

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