Live in Levi’s. That is the title of the new campaign from Levis, a brand that features a music video starring dancers from around the world and produced by Kaytranada, the Grammy-winning DJ. The spot captures joy and dance to present the new jeans season and the rest of the new collection.
This is how the film titled comes to life. The Floor Is Yours, in which dance shows us the positive impact of taking action. Directed by Omar Jones and choreographed by Sherrie Silverthe film presents a group of friends trapped in a conventional and still world, until one person dares to move and break the mold.
These events give way to a chain dance scene to the rhythm of an unreleased song by In Kaytrana con Channel Tres, an exclusive preview of a new song that will be published at the end of the year. This is how the Levi’s brand is committed to diversity in its new campaign with a casting open to dancers from all over the world to participate in the DJ’s unreleased song.
As a brand that has long been the “unofficial uniform” of progress, the 2024 campaign ‘Live in Levi’s’ “Wants to value people who do things their own way and advance culture,” he said. Kenny Mitchellmarketing director of Levi’s.
To participate in the new exclusive film of In Kaytranadancers are encouraged to audition by posting their specific choreography dance on Instagram with the ‘LevisOpenCall’and using the sound of the choreographer’s original post Sherrie Silver.
However, dancers can also submit a video of the choreography to an online portal that details the logistics of ‘Levis Open Call’. This includes an age requirement of 18 years or older and a submission agreement. From there, the dancers will be chosen by Sherrie and the team in charge of making the video a reality. The chosen dancers will have the possibility of being part of this opportunity and Levi’s will transport them so they can dance in the new film.