Levi’s Reiimagine Chapter 1 - “Launderette”

What do you do when one of the most iconic humans on the planet writes a song with your brand’s name in the title? You make a campaign together, that’s what you do. I, alongside creative directors Lindsei Barros and Mahaneela, led a team of creatives, designers, and makers to create the Levi’s Reiimagine campaign, starring the one and only Beyoncé.

The first chapter in the campaign features Miss B playing the protagonist in a remaking of the iconic 1985 Levi’s “Laundrette” ad, this time directed by Melina Matsoukas, with DP Marcel Rev behind the lens.

To accompany the film, images shot by Mason Poole went up around the world, including in New York’s Times Square and Tokyo’s Shibuya Crossing. To tease the campaign, projected posters could be seen in the shadow of the Eiffel Tower in Paris, and in Berlin, London, New York, and San Francisco.

Imagery can also be seen in-store and online, with custom landing pages on Levis.com, as well as additional messaging through email marketing and social.