On February 9, Levi’s® launched its new global campaign, Behind Every Original. The campaign shines a spotlight on “originals”—individuals who have pushed culture forward through their own creativity—celebrating their lives, values, and personal journeys.
The campaign’s anthem film, Backstory, made its debut during the 2026 Super Bowl. Directed by Kim Gehrig, the film adopts a distinctive visual approach by capturing all featured individuals exclusively from behind. Through this unconventional perspective, Levi’s® highlights the brand’s most iconic denim details — including the arcuate stitching, the Red Tab™, and signature silhouettes — while revealing the untold backstories embedded in each pair of jeans.
Levi’s® explains that the decision to focus on the backside reflects what it considers “the most iconic angle through which jeans tell their story.” For more than 150 years, Levi’s® has served as the uniform of pioneers at the forefront of music, sports, fashion, and art. The film expresses this enduring spirit and legacy by intentionally omitting faces, allowing the denim itself to take center stage.
A Diverse Lineup of Originals
The film features a wide-ranging cast of “originals,” including Grammy Award–winning artist Doechii of Top Dawg Entertainment, global superstar ROSÉ, current NBA MVP and champion Shai Gilgeous-Alexander, artist and filmmaker Questlove, model Stefanie Giesinger, and even Woody, the iconic character from Disney/Pixar’s Toy Story.
Through scenes of walking, dancing, and movement, the film portrays lives lived alongside Levi’s®. It captures the swagger, confidence, and presence of those shaping the next wave of culture, while intersecting with deep respect for the history that came before them.
Cultural Homage Bridging Past and Present
Throughout the film, subtle homages to cultural history are woven in, from references to George Michael’s effortless cool during his Faith era to visual nods inspired by the cover imagery of Bruce Springsteen’s Born in the U.S.A. album. The soundtrack features James Brown’s Get Up Offa That Thing, infusing the film with joy, momentum, and an infectious sense of energy.
Commenting on the campaign, Kenny Mitchell, Global Chief Marketing Officer of Levi Strauss & Co., said: “One of the things I love most about the ‘Behind Every Original’ campaign is that it threads together a story only Levi’s® can tell. This global campaign celebrates our place at the center of music, sports and fashion culture — as well as in the closets of fans across generations. It’s fitting to have it launch during the Super Bowl being played at Levi’s® Stadium, which has become a cultural moment in its own right, through the unifying power of sports.”
A Global Story Told Over a Full Year
The film was shot over six days across three cities — Los Angeles, Oklahoma City, and London. With an emphasis on authenticity, the production cast real cowboys, construction workers, and young people. The team also collaborated with Robbie Blue, Doechii’s choreographer, to create a striking dance sequence that brings the film to a powerful close.
Following its Super Bowl debut, Levi’s® plans to release a series of fast-paced six-second clips spotlighting each individual featured in the film. The campaign will expand across social media, digital platforms, Levi’s® stores worldwide, and out-of-home advertising, unfolding over the course of a year as a global narrative that continues to explore the backstories of originals around the world.
Copyright © 2026 Oui Speak Fashion. All rights reserved.