The Levi’s brand, in collaboration with international icon Beyoncé, today debuts Pool Hall, the second chapter of the REIIMAGINE campaign, celebrating the enduring legacy of Levi’s and Beyoncé’s transformative artistic vision. In the new film and visuals, Beyoncé effortlessly showcases an iconic denim-on-denim look and its timeless versatility.

Building on the success of the first chapter—Launderette, which inspired audiences by reimagining a classic 1985 ad—Pool Hall reinterprets Levi’s iconic 1991 ad of the same name. Levi’s teamed up with GRAMMY Award-winning director Melina Matsoukas for the latest chapter of the REIIMAGINE campaign, reimagining this piece of Levi’s history while showcasing the timeless versatility of its garments.

The campaign was conceived in a creative partnership with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.

Pool Hall captures Beyoncé defying expectations as she faces off against a local pool shark, played by Timothy Olyphant, in a high-stakes game of pool. Celebrating Levi’s products as modern wardrobe staples that continue to evolve, the new chapter embraces bold interpretations and encourages wearers to make them their own. Additional visuals from Chapter 2 feature stunning pieces, including the Ribcage Wide Leg jeans, a crochet vest, and the Spade trench coat, adorned with custom embellishments that reflect the spirit of individuality and reinvention central to the campaign.

“There’s no other piece of clothing that evokes comfort, modern elegance, classic Americana, and nostalgia like denim,” said Beyoncé. “And when I think of all those things, I think of Levi’s.” She continued, “For the second chapter of our collaboration, we had even more fun reimagining the denim-on-denim narrative through the lens of a woman who can be sexy, bold, and a fierce competitor, all at the same time. We wanted to celebrate the duality of grace and power.”

“Levi’s has always built on its rich history, reinterpreting denim in new cultural moments and proving that reinvention is essential,” said Kenny Mitchell, Global Chief Marketing Officer at Levi Strauss & Co. “Pool Hall honors our heritage while staying forever current, giving fans the chance to personalize their Levi’s jeans and express their unique style.”

Pool Hall launches with a fully integrated global campaign, including television, digital, social media, out-of-home, and brand activations. Additionally, the brand’s social channels will feature additional style content from global creators, encouraging viewers to put their own stamp on the look. Fans and friends of the brand will also be invited to participate in experiences that serve as a playground for their own reinterpretations.

The campaign continues Levi’s tradition of working with the most renowned creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and celebrated photographer Mason Poole to capture the visual essence of Pool Hall, drawing on the legacy of Levi’s iconic campaigns and imagery. Levis https://www.youtube.com/watch?v=y2o2FuqMtxI