Levi’s 501 Junktruck
My friends Andrew Maggio and Aaron Kemnitzer just finished a concept spot for Paul Schneider and Levi’s called 501 Junktruck. I love the physics of all that towering junk as it bends around the corners. Oh, and you gotta love that LEVIS – ELVIS anagram.
Director Paul Schneider describes the inspiration behind 501 Junktruck:
Several years ago I was driving down the 101 in Los Angeles heading towards my studio downtown. Traffic was heavy and this particular day I was trapped behind a tiny datsun pickup loaded rediculously and dangerously high with pallettes and scrap metal. It was crazy. As I followed, the pile swung and swayed like jello, defying gravity and nearly toppling onto my car with every bump and turn. For 20 minutes I feared for my life, and yet the absurdity of it all made me laugh the entire time.