Levi’s says goodbye to the power of Beyoncé. With the fourth chapter of its REIIMAGINE campaign by TBWA\Chiat\Day LA in partnership with Parkwood Entertainment, her job of reigniting Levi’s cred with a new generation and helping to achieve tens of thousands of views is over.

The Denim Cowboy weaves together the three previous chapters (including the attention-magnet device of extreme close-ups of Beyoncé’s arse and the bejewelled denim), revealing the campaign  -according to Levi’s as “more than a reinterpretation of iconic Levi’s advertisements – it is the creation of a new narrative centred on empowerment and rewriting the rules.

The 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films, all inspired by classic Levi’s advertisements from the ‘80s and ‘90s, and is set to an exclusive edit of the Levii’s Jeans soundtrack from the Grammy Award-winning album, Cowboy Carter.

The commercial was directed by Melina Matsoukas, with Emmy Award-winning cinematographer, Marcell Rév, and photographer, Mason Poole, capturing the accompanying stills. It was produced by de la revolućion/PRETTYBIRD.

“The Denim Cowboy marks the culmination of the groundbreaking Levi’s REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,” stated Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “The campaign represents a new level and scale of collaboration that has put women at the centre of the narrative, and set in motion a new, iconic chapter in Levi’s history that continues to reaffirm the brand’s place at the centre of culture.”

The Denim Cowboy is running across television, digital, social media, and out-of-home.