Film Career
Lee's thesis film, Joe's Bed-Stuy Barbershop: We Cut Heads, was the first student film to be showcased in Lincoln Center's New Directors New Films Festival.
In 1985, Lee began work on his first feature film, She's Gotta Have It. With a budget of $175,000, he shot the film in two weeks. When the film was released in 1986, it grossed over $7,000,000 at the U.S. box office.
In mid-1990, Levi's began producing a series of TV commercials directed by Lee for their 501 button fly jeans.
Marketing executives from Nike offered Lee a job directing commercials for the company. They wanted to pair Lee's character, the Michael Jordan-loving Mars Blackmon, and Jordan in a marketing campaign for the Air Jordan line. Later, Lee was called on to comment on the controversy surrounding the inner-city rash of violence involving youths trying to steal Air Jordans from other kids. He said that, rather than blaming manufacturers of apparel that gained popularity, "deal with the conditions that make a kid put so much importance on a pair of sneakers, a jacket and gold". Through the marketing wing of 40 Acres and a Mule, Lee has directed commercials for Converse, Jaguar, Taco Bell and Ben & Jerry's.
Read more about this topic: Spike Lee
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