Film Craft > Post-Production

LEVI'S - “BUY BETTER, WEAR LONGER,”

FINAL CUT, New York / LEVI STRAUSS / 2023

Awards:

Shortlisted Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Film
1 of 0 items

Overview

Credits

OVERVIEW

Write a short summary of what happens in the film.

Levi’s “Buy Better, Wear Longer” is the latest crop in a long and fruitful creative partnership between editor Joe Guest and directing team Megaforce, a fast-paced film that spans decades and trends. Edited by Final Cut's Joe Guest, and produced by Iconoclast for AKQA, the film focuses on quality and durability - traits that, the film asserts, don’t go out of style. With an edit that seamlessly condenses fifty years of function and fashion into sixty seconds, “Buy Better…” neatly balances the brand’s primary motto: sustainability and timeless fashion.

Background:

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.

Tell the jury anything relevant about the edit. Do not name the editor.

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.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

N/A

More Entries from Editing in Film Craft

24 items

Grand Prix Cannes Lions
WE CRY TOGETHER - A SHORT FILM

Direction

WE CRY TOGETHER - A SHORT FILM

pgLang, PGLANG

(opens in a new tab)

More Entries from FINAL CUT

24 items

Grand Prix Cannes Lions
RESOLVE (MYANMAR)

Editing

RESOLVE (MYANMAR)

THE NEW YORK TIMES, FINAL CUT

(opens in a new tab)