ROSÉ and Doechii lead Levi’s new global campaign, “Behind Every Original,” which places culture, identity, and denim at the center of its narrative. The campaign debuted during the Super Bowl with an anthem film Backstory, directed by Kim Gehrig. Instead of familiar celebrity close-ups, Levi’s introduces a clear visual idea by filming every subject from behind, using the backside of its jeans as the primary point of view.
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This point of view draws directly from the most recognizable features of Levi’s jeans. Arcuate stitching, silhouette, and the Red Tab operate as immediate signals of individuality. For more than 150 years, Levi’s jeans have appeared across music, sport, fashion, and art as a uniform worn by people who shape culture.
Kenny Mitchell, global chief marketing officer of Levi Strauss & Co., described the campaign as a story only Levi’s can tell. He pointed to the brand’s long-standing connection to music, sports, and fashion culture, alongside its place in the daily lives of fans across generations.
Backstory features a broad cast that reflects the campaign’s scope. Alongside ROSÉ and Grammy-winning artist Doechii, the film includes reigning NBA MVP and Champion Shai Gilgeous-Alexander, filmmaker and musician Questlove, model Stefanie Giesinger, and Disney-Pixar’s Toy Story character Woody.
The film references cultural imagery tied to Levi’s history, including nods to George Michael’s “Faith” era and a reworked view of the Born in the U.S.A. album cover. James Brown’s “Get Up Offa That Thing” drives the soundtrack, carrying energy, rhythm, and physical expression throughout the film.
ROSÉ plays a key role in extending the campaign’s global reach. She appears wearing Loose Boot cut jeans paired with a Relaxed Fit Trucker, aligning with the campaign’s focus on self-expression through denim. As a global pop figure and fashion presence, her participation connects the campaign to younger audiences and international markets, including Asia.
Levi’s has crafted a campaign defined by movement, perspective, and pure presence. By shifting the lens, the brand highlights how denim breathes in real moments and on real bodies. While the Super Bowl debut provides the massive scale, the “backside” framing ensures the creative concept remains sharp, direct, and unmistakable.
