Film — Lee Jeans
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Director:
Harry Patramanis
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Art Director:
Carly Conrad
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Creative Director:
Jeff Maki, Robert Lin
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Agency: GSD&M
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Editor:
Ariel Quintanas
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Music:
Yeah Yeah Yeahs
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Once an iconic American brand of denim, Lee Jeans had fallen to the bottom of the pile.
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Challenged with recapturing the classic American spirit of the brand, we hired a Greek director and travelled all over South Africa to shoot it. ​​Ah, the magic of commercial film making.
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In truth, this was one of the most legendary shoots of my career. On set we had a great director, classic motorcycles and cars, and, oh yeah, live bulls. Off set, I'm in Mandela's country, taking in the culture, the people, the food, surfing with great white sharks, running up Lion's Head at sunrise.
I can't quite say why, but I've never felt so at home, and yet so far from home, as I did in South Africa.