Leo Burnett - Cultural Fuel

This is by far, one of the most impressive and amazing videos I have seen in a long time. Not only for what is shown, but for its concept: one guy, walks across America, from New York to San Francisco wearing blue jeans (Levi’s obviously) and I guess the t-shirts were also from the same brand.
Where is the “amazing” part? Well, the whole video is made in stop-motion.

That’s right; the video consists of 2770 pictures and is 1:53 minutes long. If we do the math, that’s 113 seconds, which makes 24.5 photos per second. Just as any given animation. The procedure and technical aspects are explained in the behind the scenes video and the complexity of the project is much more of what one may have thought, since it is not clay or computer animated.

Another aspect of the commercial is that there are almost no references to the brand and at least I was able to find only three. One is made at the end with a close up to the jeans where the Levi’s tag appears (next to a “to walk” list), which is the more obvious one. The other two (or maybe more) are “hidden” along the video, which make them much more difficult to find since there are 24 pictures every second.

The team of Conscious Minds was in charge of the production of the video and they used a Canon EOS-5D Mark II for all the shots.  Anyway, it is a great video. Enjoy!

Levi's sign hidden along the video around min. 1:49

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