Backstory

“Backstory,” is a celebration of the icons and everyday people who move the world forward in Levi’s denim. The film is built on a single, radical rule — put simply: focus on the butts. Instead of using celebrity likeness to drive attention, it uses unmistakable product recognition. The Levi’s fit, silhouette, stitching and, crucially, the telltale back-pocket Red Tab™, become the brand mnemonic, the proof, and the punchline all in one.