With this SPEC campaign we wanted to design something that could easily be communicated as a series, a TV show, a commercial, and a lifestyle motto. We want to give our clients as many opportunities as we could to make our content go the distance for them. This was also a great way to introduce a potential spokesperson to our brand partner.
ELI & JEFF HIT THE STREETS IN SEARCH OF A DISTANT DREAM. THEY TAKE A ROADSIDE MUSICAL SOJOURN, PAST THE POLITICAL AND SOCIAL DIVISION... STRAIGHT INTO THE TRUE HEART OF AMERICA. BUSKING OR STREET PERFORMANCE HAS BEEN A STAPLE OF TRAVELLING MUSICIAN LIFE FOR CENTURIES. IT HAS LONG BEEN A CONNECTIVE THREAD BETWEEN CULTURES, SHARING STORIES AND SENTIMENT ACROSS GENERATIONS. ELLIOT AND JEFF ARE TWO MUSICAL BROTHERS, CLAD IN THEIR WORN LEVI’S, FOLLOWING IN THE FOOTSTEPS OF KEROUAC ZIG-ZAGGING THE COUNTRY.
WE WILL VOYEURISTICALLY TAKE A PEAK INTO THIS EPIC ROAD TRIP AS THESE BOYS PLAY THEIR MUSIC ON THE STREETS. WE WILL MEET AND DANCE WITH REAL FOLKS FROM BROOKLYN, TO NASHVILLE, TO NEW ORLEANS, TO AUSTIN, TO LOS ANGELES AND EVERYWHERE IN BETWEEN. THERE WILL BE DAILY CHECK-INS ON SOCIALS, STUNNING PHOTOGRAPHY, AND A VIDEO SERIES THAT INSPIRES.
AMERIKA OR BUSK IS JUST THE STARTING POINT. LEVI'S IN AN INTERNATIONAL BRAND AND STREET PERFORMANCE ISN'T SOLELY BASED IN THE U.S.. WE WILL SOURCE AND FOLLOW SIMILAR EMERGING ARTISTS FROM DIFFERENT GENRES AS THEY COMMUTE ACROSS THEIR HOME NATIONS; INDIA OR BUSK, SOUTH AFRIKA OR BUSK, BRAZIL OR BUSK ETC.
