Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign reimagines classic Levi’s looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s brand’s most iconic advertisements, bringing them into the modern era.

“The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”

The fully integrated campaign — which will include television, out-of-home creative materials, digital, social media, print, brand activations and exclusive products — kicked off with digital projections in key markets like San Francisco, Houston, Chicago, New York, Atlanta, Paris, London and Berlin, creating buzz and giving fans a sneak peek into the campaign to come.