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in Filmmaking
on Sep 30, 2009

Nick Dawson at FilmInFocus picked up on this Levi’s commercial directed by Sin Nombre director Cary Fukunaga. Writes Dawson:

Susan Hoffman, the executive creative director of ad company Wieden + Kennedy, described the campaign as aiming “to refresh and reinvent the idea of a pioneering spirit for the times in which we live.”

Fukunaga’s commercial, entitled “America,” uses the Walt Whitman poem of the same name and juxtaposes the rousing, patriotic words of the poem with lyrical images of a young and untamed country. Fukunaga has great eye for detail and a strong sense of style, and his black and white images here beautufully convey a sense of wildness and freedom. Music is provided by Owen Pallet of the band Final Fantasy (and also a member of Arcade Fire).

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