Levi’s has launched a new global campaign titled Behind Every Original. The central concept is a twist: it features both global icons and everyday people, but shows them exclusively from behind. The campaign premiered with a lead spot called “Backstory” during the Super Bowl, directed by Kim Gehrig.
The choice to show people from behind is deliberate. Levi’s states it is the most iconic perspective of its jeans, highlighting the arcuate stitching, silhouette, and Red Tab. The brand positions its denim as the uniform for those who shape culture in music, sports, fashion, and art.
The Super Bowl spot features a cast including musician Doechii, global superstar ROSÉ, NBA MVP Shai Gilgeous-Alexander, Questlove, model Stefanie Giesinger, and even the character Woody from Toy Story. The film celebrates the back view in motion, showing people walking, dancing, and living in Levi’s. It pays homage to cultural moments like George Michael’s “Faith” era and Bruce Springsteen’s “Born in the U.S.A.” album cover. The soundtrack is James Brown’s “Get Up Off That Thing.”
Filmed over six days in Los Angeles, Oklahoma City, and London, the production incorporated real cowboys, construction workers, and climbers to reinforce authenticity. Choreographer Robbie Blue worked with Doechii on the dance sequence that closes the commercial.
The styling showcases the range of Levi’s products. Doechii wears Low Slim Bootcut jeans, ROSÉ is in Loose Bootcut jeans and a Relaxed Fit Trucker jacket, and Shai Gilgeous-Alexander appears in 578® Baggy jeans. Custom pieces were created for some ambassadors, like a denim jacket for Questlove and denim gloves for Gilgeous-Alexander.
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Turn the page. Breathe deep. Your pupils are already dilating. The high is coming.
Issue 26 brings together two electrifying covers that take the dopamine dive from Sadiq Desh captured by Cris Cerdeira to multidisciplinary visual artist and photographer Tomás Pintos’ cover story, Besos hasta agotar stock (Kisses Until Sold Out), developed from the live performance creating a space where glamour
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