Levi’s has announced an exciting new global campaign featuring none other than Beyoncé, marking a powerful collaboration between the iconic denim brand and the global superstar. Fresh off her acclaimed album COWBOY CARTER, which redefined Americana, Beyoncé takes center stage in the campaign titled “REIIMAGINE”. This new project brings together Levi’s storied heritage and Beyoncé’s visionary influence, reaffirming the brand’s place as a cultural touchstone.
Inspired by Beyoncé’s boundary-pushing approach to art and storytelling, the campaign reinterprets some of Levi’s most famous advertisements with a modern twist. Directed by celebrated filmmaker Melina Matsoukas, the campaign rolls out in a series of chapters, each giving new life to classic Levi’s looks. The first chapter revisits the iconic 1985 “Launderette” ad, which helped bring I Heard It Through the Grapevine back to the top of the charts. This time, Beyoncé steps into the spotlight, paying homage to Levi’s role as a symbol of self-expression and cultural change.
The campaign is a fully immersive experience, spanning television, digital, social media, out-of-home displays, and exclusive products. Digital projections teasing the campaign lit up major cities like San Francisco, New York, Paris, and London, giving fans a sneak peek before the official launch on September 30, which saw high-impact visuals debut around the world.
Filmed through the artistic lens of Emmy Award-winning cinematographer Marcell Rév, the campaign combines striking visuals with timeless themes. Renowned photographer Mason Poole also contributed to the campaign, capturing a collection of stunning images that cement Beyoncé’s place alongside legends like Marlon Brando and Marilyn Monroe, all of whom have made Levi’s jeans iconic.
Created in partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD, this collaboration is set to redefine the intersection of fashion, music, and cultural storytelling.
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