Levi's: Precious Cargo

Feb 2023

Levi's presents 'Precious Cargo,' a cinematic fashion project that explores denim heritage through a narrative lens. Set against the backdrop of 1970s Kingston, Jamaica, the film follows the arrival of cargo via boat and the subsequent integration of the brand into the local community. The visual approach relies on 16mm film aesthetics and distinct film grain to establish a documentary-style atmosphere. The production transitions from sun-drenched coastal dockside scenes to intimate, warm-toned interior portraits, framing the apparel within a vibrant, nostalgic cultural context. Creative development was led by Droga5 New York, with production handled by De La Revolución.

Horizontal, Cinematic, 1970s, Nostalgic

Analogue / film, Super 8 / 16mm

Sandy Beach

Advertising Campaign, Narrative Film