Levi's video puts dancers in spotlight

IT STARTED as a simple back flip. Well, maybe it wasn't that simple. Los Angeles dancer-choreographer Jacob "Kujo" Lyons executed the risky move for a video camera -- tumbling through the air from a bouncing seesaw into a pair of blue jeans. The resulting footage, combined with scenes of three other guys athletically donning their dungarees, was conceived and shot by Benzo Theodore as a viral ad for Levi’s and was posted on YouTube on May 5.

By Victoria Looseleaf

June 1, 2008