Another year, another exceptional Levi's campaign. For this year's Live In campaign, the ubiquitous denim label channels exuberant youthfulness and a carefree, rebellious attitude. Launched since 2014, the Live in Levi's campaign is an annual series that celebrates the quintessential nature of the denim brand's garments. Emblematic of a life well-lived, previous campaigns reflect the garments' elevated wearability and purposeful craftsmanship—journeying through the wearer's significant milestones from intimate first dates to exciting road trips and rodeos. Inspired by constant reinvention, the latest campaign is a nod to living life to the fullest and embracing one's unique individuality. “We wanted to use this campaign to inspire the doers and movers around the world to take the floor," said Kenny Mitchell, Chief Marketing Officer of Levi's in a press release.
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Titled The Floor is Yours, a colourful myriad of artistic influences are effortlessly infused through the mediums of dance, fashion and music. Directed by Omar Jones and choreographed by Sherrie Silver, the film features a group of friends breaking free from their monotonous lives and the conventional stereotypes that hold them down. Decked out in the latest collection, the thrilling narrative begins when one of them breaks out into a dance and the rest quickly follow—igniting a captivating chain reaction through dynamic movement. As they dance to an unreleased track by acclaimed DJ Kaytranada featuring Channel Tres, the liberation of their newfound identity is aptly expressed through the impeccable styling and electrifying beats.
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For those who can't get enough, fret not—a sequel of sorts is already in the works. Soon after the release of this short campaign, Levi's announced that it'll be hosting an open casting call (#LevisOpenCall) for a similar full-length project. Staying true to its inclusive ethos, the upcoming film welcomes performers from diverse backgrounds to dance to the unreleased Kaytranada track featured in The Floor is Yours.
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