The brief was to create a film that underlines the quality and durability of Levi’s jeans, taking us from manufacturing, through the decades, styles and fashions, and to a thrift store where jeans are bought, worn and loved again - accordingly, the film needed to tell a story that spanned decades, while being fashion forward and simultaneously pushing a message of sustainability.

Through the edit, the editor took fifty years of function and fashion and condensed half a century into 60 seconds, working with the director to give the necessary time to each epoch while maintaining a celebratory rhythm and balancing the brand’s prime credos: sustainability and timeless fashion.