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- Levi's aprons next to a 35mm film camera at the Levi's Film Workshop at MOCA
- Vintage cameras
- Vintage cameras for use
- Digital cameras available at the Levi's workshop
- An updated phonotrope for making your own animations
- The VJ deck
- A stop motion animation station
- Levi's + MOCA Keith Haring Trucker Jacket, available August 6
- Levi's + MOCA Lady Pink Trucker Jacket, available now
- Levi's + MOCA Shepard Fairey Trucker Jacket, release date July 2
- Inside MOCA's exhibition at the Geffen Contemporary, Art in the Streets. Image via the New York Times.
Levi's has embarked on a four-month residency at MOCA's Geffen Contemporary outpost in what might be one of the more unusual collisions between art and fashion we've seen yet. Los Angeles is the third city for the brand's unconventional and decidedly community-oriented approach to philanthropy, and this collaboration rides on the tail of MOCA's trailblazing, controversial, and hugely popular "Art in the Streets" exhibition.
First, the shopping. An obvious opportunity to sell some good old denim, Levi's partnered with MOCA and ten street artists to create limited edition trucker jackets by Shepard Fairey, Lady Pink, and Chaz Bojorquez, among others. Each design is available in an edition of 50. A rotating clothing rack displays all the designs, and each jacket will be released sequentially, in reflection of the brief recent history of graffiti art. The final jacket, though, is a tribute to the king of popular graffiti, Keith Haring. All proceeds of the $250 jean jacket benefit MOCA and its community partners.
In our mind, the bigger component of this collaboration - which has the potential to leave a more lasting mark on our dear city - is the Levi's Film Workshop. Quietly launched in the corner of MOCA's Geffen space, the Workshop offers free film training, gratis equipment rental, and a slew of presentations by edgy-arty Angelenos working in film, video, animation, music and, of course, street art. The workspace is smaller than previous iterations in other cities - though it runs a while, through August 8. San Francisco, where Levi's was born, got a printing workshop; New York's photography workshop last fall offered usable vintage cameras and free prints.
This Workshop offers opportunities for filmmakers of all ages and expertise. There's lots to play with: an updated phonotrope to draw your own old-school animations; a slow-motion video station; green screen fantasy filming; 35mm film painting; stop motion animation desks; a VJ station; and a video and book library curated by local partners like Cinefamily. For more advanced but cash-strapped filmmakers, there are editing stations - but they're not entirely usable in the noisy exhibition space. Instead, look to the Workshop's slate of lighting and grip equipment as well as camera rental, from super-8 Bolex to GoPro's clever microcams and digital video cameras. Plus, you can bring all the cameras off-site. Knowledgeable and super-friendly film staff is on hand to help you through the process. And all of it is available to use - for free.
There's no need to balk at the project's community-oriented sincerity - this endeavor is serious. The project also offers a calendar of city-wide film screenings, an array of weekend music parties and educational workshops, plus all the equipment acquired for the workshop will be donated to community partners like the Echo Park Film Center. Would you prefer a flashy billboard on Sunset or a ten-second TV spot over this?
· Levi's Film Workshop [Official Site]
· MOCA [Official Site]