The 2024 Live in Levi’s® campaign from TBWAChiatDay Los Angeles opens with this film that captures the energy and joy of dance as a powerful medium of expression and optimistic advancement. Levi’s new seasonal range of tops, jeans, and more are brought to life in the spot titled “The Floor Is Yours,” within which dance represents the positive impact of taking action. Directed by Omar Jones of production company Riff Raff and choreographed by Sherrie Silver, the film depicts a group of friends stuck in a conventional, still world, until one person dares to move and break the mold. This ignites a captivating, chain reaction dance scene set to an unreleased track from Kaytranada featuring Channel Tres, marking the first teaser of the new song which is due to drop later in the year.
Alongside the film, the Levi’s® brand is providing individuals from all walks of life with the opportunity to get involved by launching #LevisOpenCall, an open casting call for doers from around the world to dance in a new exclusive film for the unreleased Kaytranada track teased in the campaign film. Calling all dancers from various backgrounds and experience levels, #LevisOpenCall is open to anyone that likes to move. This project welcomes people from every corner of the globe, embracing communities everywhere, and celebrates the power that comes when you put yourself out there and dare to do.
CreditsClient Levi Strauss & Co. / Levi’s Agency TBWAChiatDay LA Production Company Riff Raff Omar Jones, director; Todd Martin, DP; Sherrie Silver, choreographer; Bee Diamondhead, stylist. Editorial Adam Robinson, editor. Finishing Parliament
Blinkink’s Raman Djafari Directs, Curates Coldplay’s “feelslikeimfallinginlove”
Director Raman Djafari of the Blinkink studio curated an international team of 15 artists to craft an animated odyssey for Coldplay’s latest single, “feelslikeimfallinginlove.”
This is a story about two souls finding each other repeatedly in many different forms. Using several animation styles (stop motion, 2D, 3D, digital painting, oil pastels on paper, watercolor, laser cut felt!), the pair travel between worlds in a three-part narrative: Longing, Searching, and Finding.
The music video was a huge global collaboration involving contributors from Switzerland, the U.S., France, Germany, the U.K., Sweden, the Netherlands, and South Korea. Each artist had their own segment to animate, showcasing an incredible breadth of international talent.
A narrative framework was created that allowed each animator to express their unique style with seamless transitions that take the audience through newly constructed worlds.
The transitions required meticulous planning, demonstrating the team’s incredible attention to detail. Each animator initially created the start and end of their scenes, enabling the creation of 16 bespoke transitions that smoothly shift from a pencil-drawn 2D section to a stop-motion sequence of two crabs slow-dancing.
“Animation is so capable of speaking in the language of our thoughts and emotions,” said Djafari. “That is, fluently transcending between feelings, changing perspectives, reflecting the way we as people experience the world or even our dreams. I wanted to make a video that expresses this through the many forms of animation.”
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