Levi’s partnered with avant-garde artist Oge Egbuonu to creative direct “Beauty of Becoming,” a campaign featuring a series of video short celebrating the process of growing into and realizing one’s gifts.
The series of videos features a eclectic roster of music and fashion creatives, actors, activists and professionals including tennis champ Naomi Osaka, Willow and Jaden Smith, actor Brandon Flynn, Tremaine Emory, actress Leyna Bloom, human rights attorney Haben Girma, professor Melina Abdullah, organizer Dolores Huerta, designer Melody Ehsani, climate activist Xiye Bastida, activist Carlos Montes, Parkwood Entertainment executive Angela Beyince, actress Leyna Bloom and and stylist Karla Welch.
The score for the campaign was composed by music duo Phantogram, made up of Sarah Barthel and Josh Carter. Still for the campaign were photographed by Shaniqwa Jarvis.
Commenting on the effort, Oge stated, “I took inspiration for this collaboration from the many people I’ve spoken to over the last few months who were searching for ways to become more of themselves during this transformative moment in history.
“I realized no one is born a hero. Nor are they born a great artist, activist, or civil rights pioneer. Everyone, no matter their background, must evolve
through a process of becoming. Of realizing through time and experience the full potential of who they are and what they can achieve. And it’s this narrative that serves as the common thread throughout.”
The shorts will celebrate Black History Month, Women’s History Month, and will also highlight various activist movements including perspectives from the LGBTQI+ community.
The first short featuring Osaka will debut on February 3, 2021 with the final film featuring Egbuonu herself on June 23rd.
Check out a preview of the campaign below.
