In this new campaign film and accompanying visuals, Levi’s® once again highlights the brand’s legacy as a source of innovation and creative reinvention.

Following previous chapters Launderette and Pool Hall – the first subversively challenging the classic Levi’s® ad format, and the second paying tribute to the brand’s roots in music and counterculture – Refrigerator moves the story into a new setting: a sun-soaked roadside diner where timeless style meets effortless confidence.

Levi’s® has once again teamed up with Grammy-winning director Melina Matsoukas to showcase how the brand continues to serve as a platform for personal style, expression, and cultural impact. The campaign was developed in creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.

A classic moment – reimagined
Inspired by Levi’s® iconic Refrigerator commercial from 1988, this chapter reinterprets its spirit with a contemporary take on confidence, originality, and empowerment.

The film features Beyoncé wearing Levi’s® classic Western shirt, 501® Original Shorts, a white ribbed tank top, and a red paisley bandana – ready to take on the next challenge. The campaign also includes a cameo appearance by Willie Jones, who collaborated with Beyoncé on the Cowboy Carter album, further deepening the connection between the brand and Beyoncé’s artistic universe.

“Levi’s® isn’t just a brand with a legacy – it’s a brand that’s always been at the heart of culture,” says Kenny Mitchell, Global Chief Marketing Officer at Levi Strauss & Co.

“Through REIIMAGINE and our collaboration with Beyoncé, one of the most influential artists of our time, we continue to build on decades of iconic Levi’s® history and celebrate what it means to lead with purpose and confidence.”

A global multi-channel campaign
Refrigerator launches as a global campaign and will appear on TV, digital platforms, social media, outdoor advertising, and across various brand activations.

For this campaign, Matsoukas teamed up with Emmy-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual identity – continuing Levi’s® tradition of working with some of the most respected creative talents of our time.

photography Isabella Sangiacomo courtesy of Levi's