Throughout its history, Levi’s® garments have served as enduring symbols of the human experience, showing the milestones, struggles, and triumphs of individuals and society as a whole.
From the rugged durability of the original denim jeans worn by miners and labourers during the Gold Rush era to the fashion statements of rebels and trendsetters throughout the decades, Levi’s® clothing has been intertwined with the fabric of culture and history.
Over the past decade, the brand has launched Live in Levi’s® campaigns to encourage individuals to embrace movement and purpose in their lives.
With each campaign, Levi’s® has invited people to engage with the world around them in their unique ways, recognising that there is no singular path to progress. Whether it’s through exploration, self-expression, or activism, Levi’s® emphasises the importance of moving forward with intention and authenticity.
For the 2024 Live in Levi’s® campaign, the brand unveiled a campaign film and launched an open casting call, #LevisOpenCall, providing dancers and movers globally the chance to be part of a new exclusive film in partnership with Grammy-award winning producer and DJ, Kaytranada.
This project welcomes people from every corner of the globe, embracing communities everywhere, and celebrates the power that comes when you put yourself out there and dare to do.
Levi’s® new seasonal range of tops, jeans, and more are brought to life in the new film titled The Floor Is Yours, within which dance represents the positive impact of taking action.
Directed by Omar Jones and choreographed by Sherrie Silver, the film depicts a group of friends stuck in a conventional, still world, until one person dares to move and break the mold.
This ignites a captivating, chain reaction dance scene set to an unreleased track from Kaytranada featuring Channel Tres, marking the first teaser of the new song which is due to drop later in the year.
Kenny Mitchell, Chief Marketing Officer of the Levi’s® brand at Levi Strauss & Co., said: “As a brand that has long been the ‘unofficial uniform’ for progress, the 2024 Live in Levi’s® campaign is all about championing the people who do things their own way and push culture forward.
“We wanted to use this campaign to inspire the doers and movers around the world to take the floor. We’re proud to partner with the incredibly talented Kaytranada and can’t wait to see how people answer the call.”
Campaign Credits:
- Creative concept and direction: TBWA\Chiat\Day
- Director: Omar Jones
- DP: Todd Martin
- Choreographer: Sherrie Silver
- Stylist: Bee Diamondhead
- Editor: Adam Robinson
- Finishing: Parliment
