Levi's : Ready to Work

Braddock, PA serves as muse for Levi's latest.

Published On
Jun 27, 2010

Editor's Pick

Wieden + Kennedy Portland captures the plight of hardworking frontiersmen and women from Braddock, PA, for the Go Forth Ready to Work campaign, promoting Levi's workwear line.

The town has undergone severe financial distress in the past few decades, and its mayor, John Fetterman has received national attention for his attempts to steer it to recovery with the help of artists, craftsmen, musicians and business owners. As part of the campaign, Levi's will donate more than a million dollars over two years to help refurbish the Braddock community center and support the town's urban farming program.

For the campaign's various executions, W+K teamed with Skunk-repped director John Hillcoat, best known for his films The Road and The Proposition, to document the real working citizens of Braddock in a TV spot and a short film series. The town's residents also take the place of models in print and outdoor components, shot by Melodie McDaniel.


Jun 28, 2010
Brand :
Client :
Agency :
Wieden & Kennedy-Portland
Creative Director :
Tyler Whisnand
Creative Director :
Danielle Flagg
Creative Director :
Don Shelford
Copywriter :
Nathan Goldberg
Copywriter :
Anthony Goldstein
Art Director :
Julia Blackburn
Art Director :
Mike Giepert
Producer :
Sarah Shapiro
Producer :
Juliana Montgomery
Executive Creative Director :
Mark Fitzloff
Executive Creative Director :
Susan Hoffman
Executive Agency Producer :
Ben Grylewicz
Production Company :
Director :
John Hillcoat
Executive Producer :
Shelly Townsend
Line Producer :
Phillip Sheridan
Director, Photography :
Harris Savides
Editorial Company :
Editor :
Tommy Harden
Post Producer :
Shelli Jury
Post Executive Producer :
Patty Brebner
Visual Effects Company :
The Mill
Smoke Artist :
Tristian Wake
Flame Artist :
Tristian Wake
Visual Effects Producer :
Jared Yeater
Titles/Graphics :
W+K Studio
Music and Sound Design Company :
Composer :
Richard Wagner
Sound Designer :
Gus Koven
Song :
Mix Company :
Sound Lounge
Mix :
Heath Raymond
Producer :
Joey Reyes
Executive Producer :
Matt Factor
Mixer :
Philip Loeb
Arranger :
Robert Miller

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