The Preface: FKA Levi’s.

When Beyoncé dropped the “Cowboy Carter” track list, it had ‘Levii’s Jeans’ written all over it. So, naturally, we rebranded— opening a new chapter in our partnership.

The Beyhive was buzzing, and with the world ready for something more, we gave it to them in the most iconic way we knew how.

CHAPTER 01: Launderette

In Chapter One, we put a new spin on an old 1985 classic: “Launderette,” reimagined with Beyoncé.

To pull it off, we started by unbuttoning our collab with a tease for the Beyhive. 🐝

Then, we dropped the film (before the hive did it for us).

And released iconic campaign imagery that was seen ‘round the world.

Levi's Reiimagined by Beyoncé captivated the world. It was impossible to ignore, leaving everyone wanting more…

CHAPTER 02: Pool Hall

Victory isn’t won, it’s worn. On the heels of Beyoncé’s tour announcement, we gave the world what they’d been waiting for. We cued up a new version of “Pool Hall Clash” (1991)

CHAPTER 03: Refrigerator

The reimagining continued with Beyoncé and Willie Jones in our version of  “Refrigerator” (1988).

Chapter 04: The Denim Cowboy

Finally, the story all came together in a 90-second film.

TBWA\CHIAT\DAY LA 2024-2025

ECD: Dez Marzette

Creative Directors: Mahaneela Chaudry, Maude Deitch, Lindsei Barros

Head of Social: Janni Widerholm

Art Directors: Rachel Findlay, Gaia Elise, Piper Alkonis

Copywriters: Jessica Nugent, Nat Dols, Eveyln Harper