Levi’s® and AFI to Launch “Show Us The Way” Contest for

Filmmakers to Submit Story Treatments and Win Funding to Make Short Films

Park City, UT (January 23, 2012) – The Levi’s® brand, in alliance with two of the American Film Institute’s renowned programs – AFI Fest, a showcase of the best in global cinema, and AFI Conservatory, named the #1 film school in the world by The Hollywood Reporter – is pleased to launch “Show Us The Way” – a short film competition for burgeoning filmmakers. The contest is calling on filmmakers to submit actionable story treatments for the chance to produce a five-minute short film about a better tomorrow. The program was announced at this afternoon’s AFI Alumni Reception during the Sundance Film Festival.

“We feel that the medium of film has a powerful resonance in our culture and is a great avenue for the leaders of tomorrow to promote change,” said Mary Alderete, global vice president of marketing for the Levi’s® brand. “We are proud to align with the American Film Institute to challenge visual artists of today to inspire the world through their creations. In the spirit of our Go Forth campaign, we hope this alliance with AFI will amplify the voice of future pioneers to believe anything is possible and then make it so.”

“AFI Fest has always supported the work of emerging filmmakers. We are pleased to join with Levi’s® to provide participating filmmakers with the opportunity to showcase their short films at AFI Fest 2012 presented by Audi and bring their voices to the dialogue, driving positive change in the world through their art,” said Jacqueline Lyanga, festival director for AFI Fest.

The contest’s film treatment submission period is open through March 30, 2012. During this open call, filmmakers can submit their story treatment to

Levi’s® and AFI will announce six winners in May 2012 as selected by the jury of experts. Winners will be awarded a grant of $5,000 to produce their short film, $500 for a Levi’s® wardrobe for their cast and ten hours of mentorship from a regarded AFI Conservatory alumnus. Winners will be flown, expenses paid, to AFI Fest 2012 to see their films showcased at the festival. For more information about the Levi’s® brand, please visit For more information about the American Film Institute, AFI Fest and AFI Conservatory, please visit


The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit


AFI is America’s promise to preserve the history of the motion picture, to honor the artists and their work and to educate the next generation of storytellers. AFI provides leadership in film, television and digital media and is dedicated to initiatives that engage the past, the present and the future of the moving image arts. AFI programs include the AFI Catalog of Feature Films and AFI Archive, the AFI Life Achievement Award, now in its 40th year, AFI Awards, honoring the most outstanding motion pictures and television programs of the year, AFI Fest presented by Audi, which celebrated its 25th edition this fall, AFI-Discovery Channel Silverdocs, AFI Silver Theatre and the AFI Conservatory, which was named the #1 film school in the world by The Hollywood Reporter. A program of the American Film Institute, AFI Fest presented by Audi takes place each fall in the heart of Hollywood. Kicking off the awards season, AFI Fest offers a crucial avenue of exposure to the entertainment community, while providing appreciative audiences with a festive atmosphere and the very best of global cinema, right in the center of the film capital of the world. Additional information about AFI is available at

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