Mitchell & Ness

Levi, Mitchell & Ness · HomeTurf • Super Bowl LX

Celebrating the intersection of grit and grandeur, the HomeTurf campaign for Super Bowl LX marks a sophisticated collaboration between heritage giants Levi X Mitchell & Ness. This project functions as an evocative love letter to the textile arts, bridging the gap between authentic sportswear performance apparel and high-end fashion. The visual narrative is anchored in an authentic tailor shop setting, where the focus shifts from raw industrial materials to the refined craftsmanship of a bespoke denim football. Through live-action technique, the film captures the tactile reality of indigo-stained hands and the rhythmic precision of industrial machinery, effectively framing the object not just as a piece of equipment, but as a cultural artifact. The cinematic production, steered by the vision of Denis Kilty with an immersive, atmospheric sound design by denis, utilizes polished composition and natural light to elevate the artisanal process into something aspirational. By leaning into an aesthetic of raw authenticity, the project transcends the typical commercial sportswear tropes, offering a visceral look at the meticulous assembly of panels and stitching. This work reads as a testament to legacy, where the rugged history of denim is carefully reimagined through the lens of modern stadium culture, ultimately highlighting how traditional craftsmanship can hold its own on the world's largest sporting stage.