Cohen & Sons is revitalization of a heritage brand founded in 1947. Two years ago the original founder’s grandson Zach, aimed to bring the family brand back to life. Cohen & Sons manufactures quality traditional selvedge denim jeans right in the heart of downtown Los Angeles.
Denim Craft aims to shed light on the beauty of the denim manufacturing process and illustrate how much effort by individual craftsman goes into every single pair of jeans. Dean Bradshaw directed the short with the intention of capturing the beauty and intricacy of each stage in highly stylized abstraction.
Similarly to the intricacy of the denim process, Denim Craft was collaboration of extremely talented individuals. David Andreini in association with Cutters Studios edited the piece in a way to showcase the process in a linear fashion but aimed to accurately portray each process from an alluring vantage point the viewer has not seen before. To complement the video Snacky Pierce, a respected sound engineer aimed to approach the composition in a similar way. Pierce took a blend of production effects and orchestral derived recordings and deconstructed the sounds to create an abstracted visceral experience. To tie the video together and solidify the artistic atmosphere Gregory Reese in collaboration with The Mill studios creatively colored the short to illuminate key elements throughout the denim production process while shrouding others in an attempt to incite curiosity.