Levi's "Back At It" 2024 Ad Campaign

Review of Levi’s “Back At It” 2024 Ad Campaign by Photographer Mel Bles with talent Kesewa Aboah, Matthew Jamal, Zinnia Kumar, and Denny Pham

Levi’s heads into the studio to celebrate the creative process. Shot by photographer Mel Bles, the denim brand’s new campaign features a cast of four creatives: artist Kesewa Aboah, musician Matthew Jamal, skater Denny Pham, and model Zinnia Kumar.

Titled “Back At It,” the campaign explores creative practice and the refreshing role that daily dressing plays in finding inspiration. Bles’ imagery sees the characters at work in a studio setting or on the streets, while the accompanying short film hears them reflect on their personal style and the process of putting together a functional, individual wardrobe.

Bridging the worlds of art and daily life, the concept feels like a smart and genuine way to showcase how something as foundational as denim can play such a distinctive role in shaping individual expression. The unique casting choices are thoughtfully considered to extend the campaign’s digital reach and engagement to various audiences.