Beyoncé is back with another Levi’s® moment. The global icon stars in Refrigerator, the third instalment of the REIIMAGINE campaign. REIIMAGINE is a creative throwback to a 1988 Levi’s® ad, now reimagined for 2025.
This time, the setting is a retro roadside diner. Shot by Grammy-winning director Melina Matsoukas, the film is all about power, confidence, and timeless cool. Beyoncé, dressed in classic Levi’s pieces, owns the scene with her signature presence. She’s joined by a familiar face too—Willie Jones, one of her Cowboy Carter collaborators.
The film follows on from Launderette and Pool Hall, earlier chapters in the campaign that nodded to Levi’s® legacy in pop culture and music. Like those, Refrigerator mixes old-school references with modern energy.
There’s a strong creative team behind the visuals. Matsoukas worked with Emmy-winning cinematographer Marcell Rév and photographer Mason Poole to capture the look and feel. The result? A sunlit, cinematic piece that pays tribute to the brand’s past while pushing its story forward.
Want to see how Beyoncé redefines cool?
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