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Gaia Elise Gallinaro
creative director
LEVI'S x BEYONCÉ
"Reiimagine"
It all started with a little song called "Levii's Jeans."
Within hours of Beyoncé releasing a track list for Cowboy Carter, we changed the official name of Levi’s Instagram handle to mimic the double i spelling of her song title.
Billboard | People Magazine | US Weekly | The Independent | The Daily Mail | AdAge | DailyBeast | WWD
CHAPTER 1
"Launderette"
Following the release of the beloved track and Cowboy Carter album, we partnered with Beyoncé to reimagine Levi’s Americana past through the lens of culture’s most beloved visionary. First up: a fresh take on Levi's1985 “Launderette,” one of the brand's most iconic ads ever.
AdWeek | NewYorkTimes | TheCut | AdWeek | AdAge | TheDrum | WWD | Billboard | Cosmopolitan | MarieClaire | GoodMorningAmerica
We teased the film release by projecting a custom poster in multiple cities around the world.
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We launched a design system adapted across all of Levi's global markets, and reimagined one of the brands most iconic symbols— Levi's two horse pull.
CHAPTER 2
"Pool Hall"
Next, a new vision for the 1991 classic ad “Pool Hall.”
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CHAPTER 3
"Refrigerator"
Next up, serving a fresh reimagination of “Refrigerator” circa 1988.
Levii's Jeans, meet Levii's Tees.
We ended Chapter 3 with custom Cowboy Carter tour fits and the release of our first product collab: the reimagined logo tee. To announce the drop, we recreated a vintage Levi’s print ad from the 60s and planted tons of fun easter eggs for fans to discover.
CHAPTER 4
"The Denim Cowboy"
This campaign is an ode to where we’ve been, a denim legacy made new, and a reminder that sometimes it takes looking back to move culture forward. It all comes together in the final chapter with the launch of the highly anticipated collection alongside a suite of assets announcing the drop.
Vogue | Rolling Stone | Hypebeast | WWD | Fast Company | Vulture | Muse by Clio | The Drum | USA Today | ELLE
Agency TBWA/Chiat
Director Melina Matsoukas
DP Marcell Rev
Editor Sam Ostrove
Photography Mason Pool
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