Levi’s ® ‘Craftwork’ invited 18 contemporary craftworkers of London to be the faces, voices and exhibitors of the re-opening of Levi’s® Regent Street.

Writeforme. co. uk

31 03 2010

Levi's® 'Craftwork'

Fashion designers, artists, photographers, illustrators, a guitar luthier, a drummer and even a cake sculptress pioneered a unique and iconic collaboration that not only celebrated the eclectic craft of the capital but also the re-crafting of the Levi’s ® flagship store.

Created campaign copy and craftworker biographies for use online, to introduce short films of each craftworker on the website, and as part of the in store exhibition.

Art Direction by Robin Ek & Arran Cawte.

Posters

Craftworker Short Film [1/18]

Gary Card, East London Craft: Set Designer & Illustrator https: //vimeo. com/10803790

Craftworker Biography

Gary Card, East London Craft: Set Designer & Illustrator

A man of many talents, Gary’s craft is not only set and prop design, but also graphics and illustration. Already established in his arena, he has collaborated with Jacob Sutton for Dazed & Confused as well as designing incredible creations for Lady Gaga, illustrating children’s storybook characters and creating glitzy installation wardrobes for Stella McCartney.

Guided by his instinctive creativity, he revels in the adrenalin of creating artwork on impulse; using music as the secret ammunition, which drives his momentum. He gratifies his impulsive nature by collecting the quirky and random objects discarded by fellow Londoners around the city, often incorporating these pieces into his bespoke creations.

Gary seeks inspiration and ideas from other artistic greats such as Paul McCarthy and Jeff Koons, photographers, like Nick Knight and director David Kronenberg.

“It’s colour and the perverse that intrigues me the most, especially when the two collide. ”

More of Craftworkers videos - https: //vimeo. com/levisuk

Unfortunately Gabriel Bruce's video is not found anywhere 🙁 (( ONLY his video! Other 17 are available on Vimeo... So strange thing... ((

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