Levi’s® Introduces “Behind Every Original”

Levi’s® launches a new global campaign, “Behind Every Original,” celebrating the people who move culture forward, this time from an unexpected point of view. Debuting during the Super Bowl with the film Backstory, directed by Kim Gehrig, the brand shifts the spotlight to the backside, the most iconic angle of Levi’s® denim.

The film brings together a cast of Originals,  from Doechii and ROSÉ to Shai Gilgeous‑Alexander, Questlove and Stefanie Giesinger, alongside everyday figures who shape culture in quieter ways. Each appears only from behind, sharing their story through movement, attitude and the unmistakable details of Levi’s® jeans.

Shot across Los Angeles, Oklahoma City and London, the production leans into authenticity, casting real cowboys, construction workers, climbers and youth. The soundtrack, James Brown’s “Get Up Offa That Thing,” infuses the film with energy, echoing the campaign’s celebration of motion and self‑expression.

Following the Super Bowl, the campaign unfolds through short reveal films, social and digital storytelling, and in‑store experiences. Photography captures the cast in raw, behind‑the‑scenes moments; stepping into their denim, stepping into their story.

“Behind Every Original” continues Levi’s® long relationship with culture, spanning music, sport and fashion. From classic silhouettes to custom pieces created for the cast, the styling reflects the brand’s legacy and the individuality of each Original.