To launch their Performance Denim collection Levi’s has partnered with premium counter-culture platform Huck to create ‘Not a Hero', a new film exploring how men are reimagining outdated expectations of status, identity and performance.The film follows young creatives in the UK, Russia and Germany as they pursue new paths unburdened by inherited values.The film forms part of the Huck x Levi’s Performance denim partnership titled ‘Here & Now’ which was made in collaboration between OMD EMEA and Levi’s and will be distributed across Europe.CreditsFilm title: ‘Not a Hero’, part of Huck x Levi’s Performance Denim partnershipClient: Rhodri Evans, Brand Engagement Manager - Europe at Levi Strauss & Co.Creative agency: TCO LondonCreative agency lead: Simon Baker, Managing Director, TCO LondonCreative director: Mike Fordham, TCO LondonInsight Lead: Helen Job, Head of Insight, TCO LondonMedia agency: OMD EMEAMedia strategist: Marcos Angelides, Strategy Partner OMD EMEAMedia planner: Phoebe Mallinson, Account Manager OMD EMEAMedia Owner Lead: Cian Traynor, Acting Editor, Huck MagazineProduction Company: TCO LondonDirector: Scott CarthyProducer: Adam Lilley, Senior ProducerDOP: Jack Reynolds/ Alexander KudokonEditors: Somayeh Jafari/ Scott Carthy/ Rachel GoldworthyDesigner: Simon Hayes, TCO LondonMusic production / track: Charlie AlfordAudio post-production: Guy ChaseGrade: Steve AtkinsExposure: Huck Partnership distributed across 9 European Markets