The Levi’s brand has officially launched Behind Every Original, a bold new global campaign that puts culture, creativity, and confidence front and center , quite literally, by flipping the camera to the most iconic angle in denim: the backside.
Debuting during the Super Bowl with an anthem film titled Backstory, the campaign celebrates the individuals who push culture forward, from global icons to everyday originals. Directed by acclaimed filmmaker Kim Gehrig, the film takes a playful yet powerful approach, showcasing its cast almost exclusively from behind as they share the personal journeys that shaped who they are all while wearing Levi’s®.
The concept is rooted in what makes Levi’s® instantly recognizable. From the arcuate stitching to the unmistakable Red Tab™, the backside of Levi’s® jeans has long been a symbol of individuality and originality. For more than 150 years, Levi’s® has been worn by musicians, athletes, artists, activists, and everyday people who challenge convention and shape culture. Behind Every Original builds on that legacy by reminding audiences that every iconic look has a story behind it.
The campaign launched during the Super Bowl at Levi’s Stadium, underscoring the brand’s deep connection to cultural moments that unite people across generations. According to Levi Strauss & Co.’s Global Chief Marketing Officer, Kenny Mitchell, the campaign tells a story that only Levi’s® can authentically own — one that lives at the intersection of music, sport, fashion, and self expression.
Backstory features an eclectic lineup of Originals, including Grammy-winning rapper Doechii, global pop star ROSÉ, reigning NBA MVP Shai Gilgeous-Alexander, cultural tastemaker Questlove, model and digital-era icon Stefanie Giesinger, and even an unexpected appearance by Woody from Toy Story.
Every frame celebrates movement — strutting, dancing, walking, and living — all through the universal language of denim. The film draws subtle inspiration from iconic cultural moments, including the effortless cool of George Michael’s Faith era and a modern nod to the Born in the U.S.A. cover, reinforcing Levi’s® long-standing presence in defining pop culture.
The soundtrack features James Brown’s high-energy classic Get Up Offa That Thing, injecting joy and movement into the film while underscoring the campaign’s message: Originals don’t stand still.
Shot across Los Angeles, Oklahoma City, and London, the production emphasized authenticity by casting real cowboys, construction workers, climbers, and young creatives. The team also collaborated with Doechii’s choreographer, Robbie Blue, to create her standout dance sequence that closes the film.
Following the Super Bowl debut, Levi’s® will roll out a series of six-second reveal films spotlighting each Original. These short-form clips focus on movement and self-expression rather than celebrity status, reinforcing the idea that originality isn’t about fame — it’s about perspective.
The campaign extends across social media, digital platforms, in-store experiences, and out-of-home placements, forming part of a year-long global storytelling initiative. Behind-the-scenes photography captures the cast in raw, unfiltered moments — pulling on their Levi’s® and stepping into their stories.
Denim styling plays a central role throughout the campaign, spanning decades of Levi’s® heritage. Doechii wears Low Slim Boot jeans, ROSÉ pairs Loose Boot jeans with a Relaxed Fit Trucker, Shai Gilgeous-Alexander rocks 578® Baggy jeans, Questlove stays classic in 505™ Regular Fit jeans, and Stefanie Giesinger completes the lineup in Ribcage Slim jeans. Custom pieces, including a bespoke denim jacket for Questlove and denim gloves for Shai, add a personal touch.
Conceived in creative partnership with TBWA\Chiat\Day LA, Behind Every Original is a reminder that Levi’s® isn’t just worn — it’s lived in. From the biggest stages to everyday moments, the brand continues to stand behind the people who move culture forward.
