Today, the Levi’s® brand and global icon Beyoncé debuted “Pool Hall,” the second chapter of the REIIMAGINE campaign and a celebration of the Levi’s® brand’s enduring legacy and Beyoncé’s transformative artistic vision.
Building on the success of the first chapter — “Launderette,” which inspired audiences by reimagining a classic 1985 advertisement — “Pool Hall” reinterprets the iconic 1991 Levi’s® ad of the same name. In the new film and accompanying imagery, Beyoncé defies expectations as she takes on a local shark, played by Timothy Olyphant, in a high-stakes game of pool, all while effortlessly showcasing an iconic denim-on-denim look and its timeless versatility.
The new chapter celebrates Levi’s® products as modern style staples that continue to evolve, embracing bold interpretations and encouraging wearers to make them their own. It includes striking pieces like the Ribcage Wide Leg jeans, the Braided Vest and the Spade Trench, styled with custom embellishments to reflect the spirit of individuality and reinvention central to the campaign.
“Levi’s® has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core,” said Kenny Mitchell, chief marketing officer at Levi Strauss & Co. “Pool Hall honors our heritage while breaking new ground, giving fans a chance to personalize their Levi’s® and express their unique style.”
Levi’s® teamed up with Grammy Award-winning director Melina Matsoukas for the latest chapter of the REIIMAGINE campaign, along with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole. The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.
“Pool Hall” launches with a fully integrated global campaign, including television, digital, social media, out-of-home and brand activations. The Levi’s® brand’s social media will feature additional style content from global creators that encourages viewers to make their own style mark. Brand fans will also be invited to participate in experiences that will serve as a playground for their own reimaginations.
Watch a clip of “Pool Hall” below and visit levi.com/liveinlevis and follow @levis on Instagram and TikTok to learn more about the REIIMAGINE campaign.
