GALLERY 13: Levi's - Bellybutton

To sell its new Superlow jeans, Levi's decided to let the navels have their say and these singing midriffs ably demonstrate the product's revealing nature. Gondry's brother Olivier provided the 3D effects and Michel orchestrates the action cleverly, without resorting to the big close-ups you might expect. "Sopranos" actress Jamie-Lynn Sigler makes her singing debut with this rendition of the Diana Ross hit "I'm Coming Out". First shown during "Ally McBeal", 'Bellybutton' shares the same subtle, funny use of CGI and will no doubt help the best-selling female jeans soar even further.

Product/client: Levi's

Agency: TBWA Chiat/Day

55 Union St

San Francisco CA 94111 USA

t: +1 415 984 6300

f: +1 415 982 5861


Creative Directors: Jon Soto, Chuck McBride

Art Director: Jeff Labbe

Writer: Susan Treacy

Agency Producer: Betsy Beale

Production company: Partizan

8330 West 3rd St

Los Angeles

CA 90035 USA

t: +1 323 653 6660

f: +1 323 782 9777

Director: Michel Gondry

Producer: Julie Fong

Director of Photography: Bobby Bukowski

Post-production company: Nomad Editing Company Inc

1661 19th St

Santa Monica CA 90404 USA

t: +1 310 828 4999

f: +1 310 828 3950


Editor: Glenn Martin

Music: "I'm Coming Out"; Jamie-Lynn Sigler

Flame Artist: Olivier "Twist" Gondry