Denim, Reimagined: Beyoncé and Levi’s Rewrite Americana
CREATIVE REVIEW
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GLOBAL 18
CREATIVE REVIEW 〰️ GLOBAL 18
THE BRIEF:
Levi’s and Beyoncé team up for REIIMAGINE, a global campaign reinterpreting classic Americana through a modern lens. Anchored by Beyoncé’s track “LEVII’S JEANS” from COWBOY CARTER, the campaign redefines denim iconography with purpose, power, and perspective.
🔑 Why It Worked
Star power with substance: Beyoncé doesn’t just endorse—she authors the narrative.
Reimagined heritage: Classic Levi’s ads like 1985’s “Launderette” are reworked with a distinctly feminine lens.
Visual prestige: Directed by Melina Matsoukas and shot by Marcell Rév—cinematic pedigree that shows.
📲 Launch Strategy
Phased global rollout: Digital projections in cities from Atlanta to Berlin built anticipation.
OOH meets culture drop: High-impact billboard takeovers + exclusive products = event status.
360° integration: TV, digital, social, print, and activations all firing at once.
🎙️ The Messaging
Beyoncé: “Denim on denim has often been seen through a male lens… this reimagining campaign celebrates the iconic female perspective.”
Levi’s CMO: “We’re breaking and building the codes of culture. Beyoncé is the perfect partner to do that.”
📊 Brand Play
Reinforces Levi’s as the denim brand of record—not just retro, but relevant.
Expands cultural and commercial appeal of its women’s line.
Connects music, fashion, and activism in one clean creative move.
Final Word:
Levi’s isn’t just reissuing jeans—it’s rewriting the American denim story with Beyoncé as co-author. REIIMAGINE hits that sweet spot: legacy + reinvention + culture-defining collaboration.
Credits:
Brand: Levi’s
Creative Agency: TBWA\Chiat\Day LA
Production: de la revolućion / PRETTYBIRD
Director: Melina Matsoukas
Cinematographer: Marcell Rév
Photography: Mason Poole
