Levi's takes the floor
TBWA\Chiat\Day and director Omar Jones turn couch potatoes into chic performers in this wildly choreographed number for the denim brand.
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Credits
powered by
- Agency TBWA Chiat Day/Los Angeles
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- Director Omar Jones
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Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency TBWA Chiat Day/Los Angeles
- Director Omar Jones
- Finishing Parliament VFX
- DP Todd Martin
- Editor Adam Robinson
- Choreographer Sherrie Silver
- Stylist Bee Diamondhead
Credits
powered by
- Agency TBWA Chiat Day/Los Angeles
- Director Omar Jones
- Finishing Parliament VFX
- DP Todd Martin
- Editor Adam Robinson
- Choreographer Sherrie Silver
- Stylist Bee Diamondhead
Sometimes, all that's needed is a strong beat to shake off the slovenliness and break you into action; an experience well-displayed by the performers in Levi's euphoric latest.
Directed by Omar Jones and choreographed by Sherrie Silver, The Floor Is Yours sees some lyth loungers shake their backsides when the music gets to them, putting their well-fitted denim-wear to the test in the process.
With some classy set design and engaging moves from Silver and gang, this cool concept from TBWA\Chiat\Day is brought to foot-tapping life.
Alongside the film, brand is providing viewers the opportunity to get involved by launching #LevisOpenCall, an open casting call for doers from around the world to dance in a new exclusive film for the unreleased Kaytranada track teased in the campaign film. Calling all dancers from various backgrounds and experience levels, #LevisOpenCall is open to anyone that likes to move.
“As a brand that has long been the ‘unofficial uniform’ for progress, the 2024 Live in Levi’s® campaign is all about championing the people who do things their own way and push culture forward,” said Kenny Mitchell, Chief Marketing Officer of the Levi’s® brand at Levi Strauss & Co. “We wanted to use this campaign to inspire the doers and movers around the world to take the floor. We’re proud to partner with the incredibly talented Kaytranada and can’t wait to see how people answer the call.”
To be considered for the exclusive film, dancers are encouraged to audition by posting their dance to the specific choreography with #LevisOpenCall to Instagram, and using the sound from the instructional post of choreographer Sherrie Silver. However, dancers can also submit a video of the choreography to an online portal that details logistics around #LevisOpenCall. This includes an age requirement of 18+ and a submission agreement. From there, dancers will be chosen by Silver and the team involved in making the film a reality.
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