In a world that’s constantly spinning with change, Levi’s has remained a steadfast symbol of durability and adaptability. The brand has once again stepped into the spotlight with its latest “Live in Levi’s” campaign, a celebration of movement, expression, and the human spirit’s relentless march forward.
The 2024 “Live in Levi’s” initiative is more than just a marketing push; it’s a global call to action, inviting dancers and dynamic individuals from every corner of the planet to be part of a music video. At the heart of this campaign is a collaboration with Grammy-winning producer and DJ, Kaytranada, setting the stage for a fusion of fashion, music, and dance.
The campaign’s launch film, “The Floor Is Yours,” is a visual feast that showcases the new Levi’s collection through the universal language of dance. Directed by Omar Jones and brought to life by the choreographer Sherrie Silver, the film is a narrative of liberation. It tells the story of a group of friends breaking free from the monotony of a static world, igniting a chain of movement that ripples through their surroundings. The film pulsates to the beat of an unreleased track by Kaytranada featuring Channel Tres, offering viewers a glimpse of what’s to come at the year’s end.
Levi’s extends an open invitation to dancers globally to join this vibrant campaign. The casting call is a beacon for those who use their bodies to tell stories, to challenge norms, and to embody the progress that Levi’s has long represented. It’s an opportunity to be part of a narrative that’s larger than life, to dance in a film that’s not just about a song but about the ethos of a brand that has dressed generations of changemakers.
The audition process is a blend of the traditional and the digital, reflecting the campaign’s inclusive and forward-thinking nature. Aspiring participants can take to Instagram, showcasing their choreography with #LevisOpenCall, or submit their videos through an online portal designed to streamline the selection process. With an age requirement of 18 and over, the campaign is looking for mature talent ready to make a mark on the world stage.
Selected dancers will not only gain the chance to feature in Kaytranada’s exclusive new film but will also receive a fee for their participation, with Levi’s covering the cost of travel.
The collection revisits some of the brand’s earliest and most emblematic pieces. It is a tribute to the two pillars of their identity: Exclusive and Inclusive.
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