Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


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.

Most Popular
In this article: