When the Levi’s® brand enlisted the thoughtful eye of skateboarding master lensman, Jon Humphries, to capture their Spring 2014 Skateboarding Collection video, they limited location scouting to the brand’s native Yay Area. With so many options in their backyard, they settled on Oakland – it was clear the video needed a uniquely Oakland track.
The natural fit…Deltron 3030’s iconic classic, “Mastermind”. Del, Dan and Kid Koala’s tracks have been the backdrop to many skateboarding video parts since the early 2000s. It wasn’t enough to simply have their beats and rhymes, so Levi’s® invited the Bay Area duo of Del and Dan to play cameos in the short film as well. Humphries, Del, Dan The Automator and Levi’s®…Legends colliding in Oakland.
“Humphries was an obvious choice to repeat as director,” explains Levi’s Creative Director, Michael Leon, “He has a long history with the Levi’s® crew and the talent to direct the video and shoot still at the same time. He took on some ambitious techniques like shooting with a crane truck on the Bay Bridge and we couldn’t be more thrilled with the results.”
Join Jon Humphries as he talks about the project from a behind the scenes perspective here. Then follow the links at the end to view the full length commercial on the new Levi’s® Skateboarding website where you can view the Spring ’14 Collection in its entirety.