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Levi’s and Braddock PA

By Tom Ran

Published: July 7, 2010 under Advertising

"The Seeds of Change" directed by Aaron Rose. Episode 1 in an 11 part series on Braddock PA

Photo: Levi's Strauss

"The Seeds of Change" directed by Aaron Rose. Episode 1 in an 11 part series on Braddock PA

We first learned about Braddock, PA, through Caledonia Curry’s (Swoon) work on the streets and in an abandoned church of the town. A project which she started in 2008 with friends under the title Points of Interest. Little did we know the press that was associated with Braddock, mainly through its mayor, John Fetterman. A behemoth of a figure that has been reinvigorating and revitalizing its image. Fetterman has appeared in magazines, newspapers, The Colbert Report, and most recently, CBS Sunday Morning over the weekend, putting a spotlight on the forgotten town. His public image has caught the attention of Levi’s. Continuing its Go Forth campaign, the company launched an eleven part series “documenting the new pioneers of Braddock, PA” and investing a million dollars into the town. The first episode “The Seeds of Change” directed by Aaron Rose is now live. It will be interesting to see what becomes of all this media attention, with a town that is without a restaurant, supermarket or even a hospital, it will take a lot to lift Braddock back to its glory days.

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