To launch Levi's new line of work wear clothing, we wanted to put the work wear to work. We collaborated with mayor John Fetterman of Braddock Pennsylvania, one of the poorest counties in America. We documented real work being done by real people and created a campaign that was mutually beneficial to both Levi's and the town of Braddock. As part of the campaign, Levi's committed to investing $1 million to help rebuild Braddock's Communities Center. We also partnered with Sundance and the IFC to produce an 11 part documentary with director Aaron Rose about the people of Braddock, called Seeds of Change.