The Levi's(R) Brand Opens Levi's(R) Film Workshop in Museum of Contemporary Art, Los Angeles (MOCA) as Part of 'Art In The Streets' Exhibition

By Levi Strauss Co., PRNE
Tuesday, April 12, 2011

The Levi's(R) Film Workshop Celebrates the Craft of Film through Collaborative Film Projects, Educational Programming and Special Events

SAN FRANCISCO, April 13, 2011 - After the recent success of the Levi's(R) Print Workshop in San Francisco
and the Levi's(R) Photo Workshop in New York City, Levi's(R), the original,
definitive jeans brand, announces the opening of its third Levi's(R) Workshop
on April 17 in Los Angeles.

The Levi's(R) 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(R) 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(R) Film Workshop include:

    -- Collaborations with artists from the Art in the Streets exhibition and
       pioneers from the worlds of street art and graffiti, skateboarding,
       food and music.
    -- Weekly Educational Workshops taught by Stereo3D@USC, USC's School of
       Cinematic Arts 3D Initiative, covering topics from found footage and
       direct animation to stunts and 3D.
    -- A series of film screenings related to art, skate, music and food and
       presented in partnership with LA-based curators and theaters
    -- An array of tools and resources available to filmmakers of varying
       levels of expertise, including latest generation computer and editing
       tools, equipment rental, a film library and digital collaboration
       facilitation.

Levi's(R) 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(R) brand has also collaborated with MOCA to create a limited-edition
collection of Levi's(R) 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(R) 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(R) Workshops
and the Levi's(R) Film Workshop, please visit workshops.levi.com,
www.facebook.com/Levis and @levisworkshops.

About The Levi's(R) Workshops

The Levi's(R) Workshops series was launched in Spring 2010 in San
Francisco
in conjunction with the brand's "Ready to Work" Go Forth(TM)
campaign and continued on to New York during the Fall/Winter. Levi's(R)
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(R) Brand

The Levi's(R) brand epitomizes classic American style and effortless
cool. Levi's(R) 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(R) 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(R) brand, its
products and stores, please visit www.levi.com.

LEVI'S(R) FILM WORKSHOP ELEMENTS

Pioneer Collaborators

The Levi's(R) 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:

    -- Filmmaker Cat Solen (Bright Eyes, Death Cab for Cutie) and Art in the
       Streets featured artist Swoon will collaborate to create a
       three-minute animated film incorporating light play and Swoon's
       paper-cut miniatures. The Levi's(R) Workshop will also facilitate the
       creation of three other "Artist Shorts" bringing the work of
       exhibiting street and graffiti artists to life through film.
    -- Documentary filmmaker Alex Stapleton is best known for her feature
       debut "Corman's World" which premiered at Sundance 2011 and features
       Robert De Niro, Jack Nicholson and Martin Scorsese. She also received
       great acclaim for her sneaker/hip-hop documentary "Just for Kicks"
       which stars Futura, Grandmaster Caz and Adam Horowitz. Continuing her
       exploration in film, Stapleton will interview key players, artists and
       curators from Art in the Streets to unravel the full story behind the
       pioneering exhibition. This film will premiere in Los Angeles in May
       and will be digitally distributed around the world.
    -- Girl Skateboards was founded in 1993 by Oscar-nominated director and
       skate culture enthusiast Spike Jonze ("Being John Malkovich,"
       "Adaptation") along with Rick Howard, Mike Carroll and Megan
       Baltimore. As part of the Workshop's sports programming, Girl
       Skateboards will partner with a renowned filmmaker to craft a skate
       film that uses the most cutting edge filmmaking technology. The
       Levi's(R) Film Workshop will host a premiere screening as part of a
       'Best of' Girl Skateboards films retrospective.
    -- The Levi's(R) Film Workshop will pair celebrated food trucks like Los
       Angeles' own Kogi BBQ with respected filmmakers to create short films
       celebrating the food truck trade. Each film will feature a cinematic
       technique such as 3D, slow motion or visual effects to tell the story
       of these street-level chefs.

Educational Workshops

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.

Screening Series

In partnership with LA-based curators and theaters including Cinefamily,
Flux, Downtown Independent, The Natural History Museum and The Vista, the
Levi's(R) 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(R) 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.

    Public Resources

    -- At the heart of the Levi's(R) Film Workshop is an array of tools and
       resources that will be available to filmmakers of varying levels of
       expertise. In addition to the latest generation computers and edit
       suites provided by Intel(R) Corporation, the Workshop will house:
       -- a green screen "cyc" provided by Quixote Studios
       -- a slow-motion video booth
       -- stop motion and multiplane animation stations with Dragon Stop
          Motion software
       -- professional video, animation, compositing, audio, and design
          software provided by Adobe(R)
       -- Magic Bullet Suite for color correction and visual effects plug-ins
          from Red Giant Software
       -- a Phonotrope as well as a hand painted film table

    -- The Workshop Equipment Rental will offer a selection of:
       -- vintage and modern cameras including Super8, Flips and DSLR's
       -- sound equipment from RODE
       -- grip and lighting gear from Quixote
       -- tripods and accessories from Manfrotto
       -- a host of devices for duplicating and transferring
       -- a screening facility for filmmakers to share their creations

    -- A curated library will feature materials spanning all genres, mediums
       and topics from books on theory and production to secondhand scripts
       and DVDs curated by Workshop Pioneers and Collaborators. Guests will
       be able to borrow library materials and return them at select
       Levi's(R) Store locations around Los Angeles.

    -- Levi's(R) Workshop resources are not limited to the physical space at
       MOCA or even the greater Los Angeles area. The Workshop's innovative
       digital partnerships will allow creative people from around the world
       to interact with the Workshop. All public educational workshops and
       live events will be live streamed and interactive. New work created in
       the Workshop can be instantly shared on Facebook and Vimeo via a
       custom application on all Workshop installations. A variety of "social
       programs" will be launched exclusively through the Levi's(R) Facebook
       community, allowing community members to influence what actually
       happens in the Workshop. As a follow-up to last year's popular
       collaboration with Hipstamatic, the Levi's(R) Film Workshop will be
       partnering with a few notable application and online developers to
       create fun film-based tools for mobile and other devices. A full list
       of programming will be available at workshops.levi.com
       beginning April 17, 2011 and will aggregate content from the Levi's(R)
       Workshops' community pages including Facebook (live event steams,
       exclusive promotions), Twitter (daily updates from the Workshop),
       Vimeo (archive of videos created in the Workshop), podcast archives of
       educational workshops and YouTube.

Erica Archambault, Levi's(R) Public Relations, +1-415-501-7678, earchambault at levi.com; or Kelsey Comstock, Turner PR, +1-212-889-1700, kelsey.comstock at turnerpr.com

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