Levi’s Braddock

This project was inspired by a largely abandoned steel town working to rebuild itself during a recession. Braddock, PA. The wild west of the east with ultimate potential, spirited people, a badasssss mayor, and a lot of work to do. The realness in this project changed me. Why shouldn’t the process of creating an ad also give back to a community? An act of reciprocity instead of disposable advertising asset creation. So thankful to have met the incredible people of this town, they were the super human version of what it means to be a Levi’s model.