Secrets and Lies is one of four television commercials from the Levi Strauss 501 Unbuttoned campaign launched in April 2008. The TV advert explores the sensuality of gradual self revelation symbolised by the use of buttons rather than zips.
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Secrets and Lies was developed at BBH (Bartle Bogle Hegarty), London by executive creative director John Hegarty, creative director Nick Gill, art director Rik Brown, copywriter Jon Fox, account executive executive Patricia McDonald, agency producer Davud Karbassioun
Filming was shot by director Jeff Labbé via Sonny London, with director of photography Alwin Kuchler, executive producer Helen Kenny and producer Ran Holst.
Editor was Richard Orrick at Work Post.
Visual effects were produced at Absolute Post, by producer Sally Heat and VFX editor Phil Oldham.
Sound was designed by Aaron Reynolds at Wave Studios, London.
Secrets and Lies won Silver for Best Idea at the Creative Circle Awards, 2009 and Silver for Apparel/Fashion/Footwear at the CLIO Awards 2009.