The Levi’s x Beyoncé campaign reimagined iconic past Levi’s ads through the lens of the ultimate icon herself—Beyoncé. Spanning nearly two years, this campaign celebrated female talent, infused rich cultural storytelling, and unfolded in world-building chapters that used the Levi’s brand as a canvas.

We launched a fully integrated 360 campaign that seamlessly merged the worlds of Beyoncé and Levi’s—spanning 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 final narrative, and inspired fans to continue their own reimaginations, continuing the story far beyond the brand.