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.

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.

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