Levi's wanted to create a typographic billboard application in line with their larger advertising campaign "We are all workers" on the streets of New York. And who better than Sagmeister to take on the project. Levi's was looking for something provocative and striking, so Sagmeister Inc. illustrated the notion of "we are all workers" by breaking down and rebuilding the typography placed on spinning cogwheels. The result is visually impressive, the shapes created by the wheels are very interesting to look at. Watch the video to see what people's reactions were.