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The Levi's® Brand Opens Levi's® Film Workshop in Museum of Contemporary Art, Los Angeles (MOCA) as Part of 'Art In The Streets' Exhibition
Apr 13, 2011 (03:04 PM EDT)
The Levi's® Film Workshop Celebrates the Craft of Film through Collaborative Film Projects, Educational Programming and Special Events
SAN FRANCISCO, April 13, 2011 /PRNewswire/ -- After the recent success of the Levi's® Print Workshop in San Francisco and the Levi's® Photo Workshop in New York City, Levi's®, the original, definitive jeans brand, announces the opening of its third Levi's® Workshop on April 17 in Los Angeles.
The Levi's® Film Workshop will live at The Museum of Contemporary Art, Los Angeles (MOCA) within Art in the Streets, the first comprehensive U.S. museum survey of graffiti and street art. The story of graffiti and street art, as well as other cultural forms that have emerged from the underground subculture, will come to life in the Levi's® Film Workshop through a series of collaborative film and video projects, robust educational programming and a city-wide screening series.
Key elements of the Levi's® Film Workshop include:
Levi's® Brand Global President, Robert Hanson said, "We are proud to be the Presenting Sponsor of the Art in the Streets exhibition at MOCA. The brand commends the museum and its organizers for its longstanding leadership in the art world and celebrates its daring approach to cataloguing street art and graffiti, an artform that has had a significant cultural impact on pioneering communities around the world."
As part of its additional support for the museum and the show, the Levi's® brand has also collaborated with MOCA to create a limited-edition collection of Levi's® Trucker Jackets featuring artwork by Art in the Streets artists including Shepard Fairey, Lady Pink, Chaz Bojorquez and KR. All proceeds from the Trucker Jacket sales will benefit MOCA.
The Levi's® Film Workshop will live within the Geffen Contemporary at MOCA (152 North Central Avenue) in downtown Los Angeles from April 17 through August. Access to the Workshop will be open to the public and free of charge during regular museum hours. For more information about Levi's® Workshops and the Levi's® Film Workshop, please visit http://workshops.levi.com, http://www.facebook.com/Levis and @levisworkshops.
About The Levi's® Workshops
The Levi's® Workshops series was launched in Spring 2010 in San Francisco in conjunction with the brand's "Ready to Work" Go Forth™ campaign and continued on to New York during the Fall/Winter. Levi's® Workshops are designed to celebrate the American pioneering spirit and inspire communities across the globe to engage in creative collaboration for the common good.
About The Levi's® Brand
The Levi's® brand epitomizes classic American style and effortless cool. Levi's® jeans were invented by Levi Strauss & Co. in 1873 and have since become one of the most recognized and imitated clothing items in the world – capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit www.levi.com.
LEVI'S® FILM WORKSHOP ELEMENTS
The Levi's® Film Workshop will collaborate with artists from the Art in the Streets exhibition and pioneers from the worlds of street art and graffiti, skateboarding, food and music, including:
The weekly Educational Workshops are free of charge and open on a first-come, first-served basis. Hands-on classes taught by Stereo3D@USC, USC's School of Cinematic Arts 3D Initiative, will cover topics from found footage and direct animation to stunts and 3D. Echo Park Film Center (EPFC), a local non-profit media arts center, will be on site every Sunday and Monday to teach the general public Super8, 16mm and other film techniques. At the close of the Workshop, select equipment and supplies will be donated to EPFC to support their ongoing programs that offer affordable media arts education. In addition to classes, the Workshop staff will be on hand to provide guidance and instruction on camera operation, editing and other key skills. To reach communities beyond Los Angeles, all educational workshops will be streamed through Facebook in partnership with Justin.tv. Viewers can interact with the class through live chat and all classes will be archived as podcasts.
In partnership with LA-based curators and theaters including Cinefamily, Flux, Downtown Independent, The Natural History Museum and The Vista, the Levi's® Workshop will present a series of film screenings related to art, skate, music and food. During the Art in the Streets exhibition opening, the Levi's® Workshop will sponsor Cinefamily's week of street art and graffiti documentaries, panel discussions and Q&As with director Charlie Ahearn and co-stars Busy Bee, Fab 5 Freddy and Patti Astor. Werner Herzog's 3D documentary "Cave of Forgotten Dreams" will premiere during the series' closing night party at the National History Museum. Later in the month, the Workshop will host "An Evening of Skate Videos" at the Vista Theater with photographer and producer Patrick O'Dell (Epicly Later'd). The Workshop and O'Dell will present a compilation of skateboard videos from the 1980s to today. The screening will be followed by a conversation with legendary skateboarders and filmmakers Spike Jonze, Lance Mountain, Ty Evans and other surprise guests. Additional film screenings will be announced in the coming months.
SOURCE Levi Strauss & Co.