Frank Budgen
Levi`s Twist
- DirectorFrank Budgen
- AgencyBartle Bogle Hegarty
- VFXThe Mill
NICLAS LARSSON I could easily make a playlist of Frank’s entire reel and call it quits, because Frank’s work is essentially art disguised as advertising, and he is single-handedly responsible for the later efforts by Glazer and Cunningham. The buck stops with Frank, and it seemed he enjoyed it while it lasted. "Twisted" for Levi’s is a true example of what Frank did when he had no restrictions other than “if they could wear Levi’s, that’d be great".
A few words from Niclas
I believe there’s a lack of respect, or/and lack of knowledge, or/and lack of appreciation by my generation of picture-makers for the legends who paved the way for our craft. This is one of the reasons I joined the legendary production house MJZ. Since my job here is labeled as “advertising,” I thought it would be a good opportunity for me to educate or/and inspire, because below are works that I can confidently call art - an art of ad-making that has seemingly completely vanished. Why that’s the case is for another time to discuss.
The Twist
Directed by Frank Budgen and crafted by agency Bartle Bogle Hegarty(BBH), the “Twist” ad was designed to demonstrate the flexibility and innovation of Levi’s Engineered Jeans. The narrative is brilliantly literalized: a group of friends stretches, twists, and morphs their limbs in impossible ways - head-spinning, body-bending, and even exchanging parts - as a vivid metaphor for the jeans’ unique fit and performance.
“Twist” quickly became a standout in the world of advertising - sweeping top awards at D&AD (including gold) and Clio, as well as garnering acclaim from British Arrows and other creative platforms
