Levi’s; Icons Reimagined on the Street - Starring Shaboozey.
The Levi’s brand has long defined American style through its timeless Icons, the 501 Original, the Trucker Jacket, and the Western Shirt — garments that have shaped generations and continue to anchor global culture. For its latest Icons campaign, Levi’s invited Grammy-nominated musician Shaboozey and acclaimed chef, actor, and cultural personality Matty Matheson to reinterpret these classics through a fresh cinematic lens. Directed by filmmaker Glenn Kitson, with evocative cinematography by Galo Olivares, the campaign embraces a modern Western ethos: scrappy, self-made, mischievous, and unshakably confident — a spirit Levi’s® has cultivated for more than 150 years.
As the campaign’s films and stills rolled out across digital and social channels worldwide, SEEN carried the creative into the physical, lived environments of American cities. Through our national network of large-format street posters, SEEN extended Levi’s cinematic world into the dynamic flow of urban culture, transforming walls, corners, and corridors into touchpoints where identity, fashion, and storytelling meet. By bridging Levi’s global creative vision with the immediacy of local street culture, SEEN helped translate the brand’s enduring Icons into a contemporary public experience — one that didn’t simply tell a story, but lived openly within the rhythms of daily life. The activation reflected the same authenticity, individuality, and self-made spirit that Levi’s has represented for generations.
Through a coast-to-coast rollout, SEEN brought the Levi’s Icons campaign directly to audiences major U.S. markets. Installed in high-density, style-conscious neighborhoods; from Williamsburg to Silver Lake, Wynwood to the West Loop — the posters served as bold visual interruptions within the cityscape. Each placement reinforced the brand’s message of confidence and character while creating a tactile, street-level dialogue between the campaign’s Western narrative and the architectural grit of urban America.
Levi’s Icon Wild Posting Campaign in NYC.
