Levi’s puts Backstories in the Front Row with ‘Behind Every Original’ Campaign

A Super Bowl Film Shot from the Back The “Backstory” spot, directed by Kim Gehrig, flips the usual celebrity formula by showing both stars and “everyday Originals” exclusively from behind, using pocket arcs, the Red Tab™, and silhouettes as the main identifiers.

Every frame is, as the brand describes it, a celebration of the backside “in all its denim covered glory,” with the cast strutting, dancing, and moving through real life scenes while living in their Levi’s. Every frame is a celebration of the backside in all its denim covered glory.

Alongside ROSÉ and Doechii, the lineup features Shai Gilgeous Alexander, Questlove, model Stefanie Giesinger, and even Woody from Disney Pixar’s “Toy Story,” each framed as an “Original” whose story is told through how they move in their jeans.

It’s a casting strategy that mirrors how culture actually travels now, through music stages, tunnels, social feeds, and screens, while keeping denim as the quiet constant across every scene…