Levis has begun a new trilogy, giving a different kind of cool to its ongoing country theme.

The films, created in-house at Levi’s, will all be directed by Iconoclast director Glenn Kitson, with cinematography by Galo Olivares. The first adds a Iggy Pop soundtrack with English band, Moonlandingz, and Canadian chef, restaurateur and Emmy-winning television star, Matty Matheson.

“Levi’s has always been about more than denim – it’s about the spirit of the people who wear it,” adds Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “Shaboozey brings a genre-blurring, confident nonconformity that feels right at home in Levi’s®, and Matty’s got that same self-made, mischievous spirit. We wanted to imagine the kind of world they’d create if left to their own devices – paying homage to our history, even the ads, in a way that feels unmistakably Levi’s.”

The next two ads explore the country theme further – and with more madness (think cars driving off a cliff and being blown up – plus a little homage to David Lynch.)

Credits:
Client & Creative Agency: Levi’s
Creative Director: Renée Perdomo
Creatives: Sarah Harris & Courtney Vincent

Production: Iconoclast
Director: Glenn Kitson
Director of Photography: Galo Olivares

Post Production & VFX: Picture Shop
Colour Grading: Mitch Paulson
Editing: Cut+Run US
Editor: Beau Dickson

Music & Sound: Killer Crab Men