Two takes on West Coast denim
July 17, 2009 • 12:42 pm • POSTED BY stephen penningI’ve been digging the new W+K work for Levi’s. Particularly interesting is how they’ve been able to encapsulate the spirit of the West Coast into the work and package it for the masses.
Equally interesting, but not as nearly publicized, is this new short film for California based denim brand Cassette.
Cassette Summer Surf from Peterock on Vimeo.
While both pieces speak to a sense of freedom, have bonfires (note – if you ever want to communicate a sense of being free bonfires will do the trick everytime) and include some quick cuts to people making-out they are different spots. The question for all you West Coast readers out there is what feels more authentic to you?
Even crazier is if you compare the current Levi’s print campaigns with the current Lee Jeans print campaigns. Both hired the same photographer Ryan McGinley to show that same “free spirit” feel. I’m not sure who directed the Levi’s spot, but it looks similar to McGinley’s still work.