The Levi’s x Beyoncé campaign reimagined iconic past Levi’s ads through the lens of the ultimate icon—Beyoncé. Spanning a year and unfolding in four immersive, world-building chapters, the campaign was strategically aligned with the Cowboy Carter Tour. Each chapter tapped into key cultural moments to celebrate female talent, infuse rich cultural storytelling, and use the Levi’s brand as a canvas for creative expression.

We launched a fully integrated 360 campaign that seamlessly merged the worlds of Beyoncé and Levi’s through social content, editorial partnerships, and hidden Easter eggs for fans. In the final chapter, we revealed how the threads of all of the previous chapters wove together to form the larger narrative, and inspired fans to continue their own reimaginations beyond the brand.