Levi's: Creative Spotlight

To break through the Super Bowl and reinforce Levi’s cultural relevance, TBWA\Chiat\Day LA created Backstory, a distinctive film that showcased icons and everyday people entirely from the waist down, keeping Levi’s denim as the hero. By removing faces and status cues, the campaign unified celebrities and everyday wearers on equal footing, celebrating the brand’s role as a cultural constant worn by “Originals” who shape culture.