Prompting Action Through Denim with James Drew
It might seem grandiose to refer to an item of clothing as revealing something deep about the person wearing it and yet, something as ubiquitous as a pair of Levi’s jeans does this. A worn pair of Levi’s communicates both an ease with one’s self as much as a loyalty to the jeans and the company who creates them. You can dress them up with the right pair of shoes and jacket or just be yourself, pairing them with a worn tee. Above all of these, Levi’s communicates the wearer’s willingness to be confident in who they know themselves to be. The company was counting on these ideals resonating in their “Use Your Vote” commercial; a light-touch call to be active in one’s civil duties and responsibility. James Drew worked closely with Charlotte McConnell (creative agency producer) and director Benito Montorio to craft this message with the postproduction team at Electric Theatre Collective. The goal; remind Levi’s wearers and fans that they are active rabble-rousers and voting is a revolution...