Levi’s, in collaboration with global icon Beyoncé, has unveiled “Refrigerator”, the third chapter in the brand’s ongoing REIIMAGINE campaign. Through a new short film and fresh imagery, Levi’s continues to highlight its rich heritage as a constant source of inspiration for reinvention.

The first two chapters, “Launderette” and “Pool Hall”, reignited the conversation around Levi’s legacy—offering a bold reinterpretation of the brand’s classic commercial in Launderette, and celebrating Levi’s deep ties to music and counterculture in Pool Hall. Now, Chapter 3: Refrigerator moves the campaign into a new setting: a roadside diner where timeless style meets unshakable confidence.

Once again, Levi’s teamed up with Grammy-winning director Melina Matsoukas for this chapter, emphasizing the brand’s role as a canvas for individuality, self-expression, and cultural influence.

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

Inspired by the original 1988 Levi’s “Refrigerator” ad, this new chapter reimagines that iconic spirit into a modern statement of confidence, originality, and power. Set in a sunlit roadside diner, the short film stars Beyoncé, dressed in an iconic Levi’s shirt, 501 Original shorts, a shimmering white tank top, and a classic red paisley bandana. She moves with assurance, ready to embrace her next challenge.

The spot also features a special cameo by Willie Jones, a collaborator on Beyoncé’s Cowboy Carter album, seamlessly tying the campaign into her broader artistic universe.

“Levi’s is not just a heritage brand—it’s a powerful history that remains at the heart of culture,” said Kenny Mitchell, Chief Marketing Officer at Levi Strauss & Co.
“With REIIMAGINE and our partnership with Beyoncé—one of the most influential artists of our time—we celebrate iconic symbols of our era and build upon decades of Levi’s imagery. This is about honoring what it means to be a purposeful, confident leader.”

“Refrigerator” launches as part of a fully integrated global campaign, including TV, digital, social media, out-of-home (OOH) advertising, and brand activations.

Continuing Levi’s tradition of working with the most celebrated creative talents of our time, director Melina Matsoukascollaborated with Emmy-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of Refrigerator, drawing inspiration from Levi’s iconic image legacy.