San Francisco-based company Levi's® has introduced a new global campaign called "Behind Every Original," highlighting individuals who drive cultural change. The campaign was launched during the Super Bowl with a film titled "Backstory," directed by Kim Gehrig. In a unique approach, the campaign features famous personalities and everyday Originals, focusing solely on their backside to share their impactful stories while wearing Levi's®. This unconventional method aims to subvert expectations and emphasize the message that what truly matters is the story behind the individual. The campaign seeks to spotlight individuals who contribute to shaping culture, positioning Levi's® as a brand that values authenticity and creativity.