Top Spot of the Week: TBWA\Chiat\Day LA, Director Omar Jones Unleash The Power of Dance For Levi's

By

Robert Goldrich
Thursday, Mar. 28, 2024

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The 2024 Live in Levi’s® campaign from TBWA\Chiat\Day Los Angeles opens with this film that captures the energy and joy of dance as a powerful medium of expression and optimistic advancement. Levi’s new seasonal range of tops, jeans, and more are brought to life in the spot titled “The Floor Is Yours,” within which dance represents the positive impact of taking action. Directed by Omar Jones of production company Riff Raff and choreographed by Sherrie Silver, the film depicts a group of friends stuck in a conventional, still world, until one person dares to move and break the mold. This ignites a captivating, chain reaction dance scene set to an unreleased track from Kaytranada featuring Channel Tres, marking the first teaser of the new song which is due to drop later in the year.

Alongside the film, the Levi’s® brand is providing individuals from all walks of life with 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. This project welcomes people from every corner of the globe, embracing communities everywhere, and celebrates the power that comes when you put yourself out there and dare to do.

Credits

Client Levi Strauss & Co. / Levi’s Agency TBWA\Chiat\Day LA Production Company Riff Raff Omar Jones, director; Todd Martin, DP; Sherrie Silver, choreographer; Bee Diamondhead, stylist. Editorial Adam Robinson, editor. Finishing Parliament

 

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