Levi’s has unveiled its new fall campaign inspired by American progress.

Shot on location in Braddock, Pennsylvania, currently reforming itself from its former blue collar tradition, the campaign features a dozen real residents of diverse backgrounds dressed in Levi's Work Wear Collection for fall, which includes iconic pieces such as 501 jeans, 505 jeans, denim trucker jackets and work shirts.

The “Ready to Work” campaign will roll out on July 4 via cinema, TV, print, out-of-home installations and digital channels. Its first TV spot, launching in July, was shot by "The Road" director John Hillcoat, while a second spot and vibrant print campaign was created by acclaimed photographer Melodie McDaniel. Additional “Ready to Work” themed partnerships are expected to be announced later this year.

“This campaign is unlike any other that Wieden+Kennedy has created,” said Susan Hoffman, Executive Creative Director of the creative agency. “We did not want Braddock to be merely a backdrop in our advertising. We saw this as an opportunity for W+K and Levi's to participate in the amazing movement that Mayor John has created and help realize his vision to reconstruct Braddock and at the same time we created an amazing Levi's campaign."

"Last year, driven by the pioneering spirit the Levi's brand has represented for more than 150 years, 'Go Forth' created a resonate message underscoring a new vision of hope and progress. This year, we're turning that energy into something tangible by engaging in meaningful conversations around 'real work' and celebrating the individuals who are carving the way for a better tomorrow," said Doug Sweeny, VP Levi’s Brand Marketing.

The company added that it has also committed to funding the refurbishment of Braddock's community center, a focal point of the town and its youth-based programming, as well as Braddock's urban farm, which supplies produce to local area residents at reduced costs.