LEVI’S

CHAPTER 01: LAUNDERETTE

LEVI’S REIMAGINES THEIR PAST WITH Beyoncé

In collaboration with Parkwood, we brought Levi's into a new chapter. In this ad, we reimagined the classic 1985 Levi's commercial "Launderette". 
We're reimagining iconic Levi's ads, flipping male leads into an iconic female character.

TEASing THE HIVE

A WEEK BEFORE LAUNCH, PROJECTIONS POPPED UP ALL OVER THE WORLD.

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FEEDING THE HIVE

AND WE PEPPERED THE SPOT WITH EASTER EGGS FOR FANS TO TALK ABOUT ONCE THE FILM DROPPED.

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Director: MELINA MATSOUKAS
PHOTOGRAPHER: MASON POOLE