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Cary Fukunaga's Pioneering Levi Spot
Sin Nombre director Cary Fukunaga was recently recruited by Levi to direct a commercial for them as part of their "Go Forth" campaign, and today the TV spot was put online for the first time. The choice of Fukunaga makes a lot of sense as Sin Nombre was in many ways a modern kind of Western, and he brings the perfect feel to a campaign based around the idea of an old-style Western ethos. (Susan Hoffman, the executive creative director of ad company Wieden + Kennedy, described the campaign as aiming "to refresh and reinvent the idea of a pioneering spirit for the times in which we live.")
Fukunaga's commercial, entitled "America," uses the Walt Whitman poem of the same name and juxtaposes the rousing, patriotic words of the poem with lyrical images of a young and untamed country. Fukunaga has great eye for detail and a strong sense of style, and his black and white images here beautufully convey a sense of wildness and freedom. Music is provided by Owen Pallet of the band Final Fantasy (and also a member of Arcade Fire).
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