Beyonce challenges Timothy Olyphant to pool in Levi’s second chapter of global Reiimagine campaign
Legendary denim brand Levi’s has launched the second phase of its global campaign, ‘Reiimagine’, starring American music icon, Beyonce.
Reiimagine’s latest chapter is titled ‘Pool Hall’, and reworks the brand’s 1991 advertisement of the same name which had been fronted by photographer and model, Mario Sorrenti.
Soundtracked by her 2024 song ‘Levii’s Jeans’, the 2025 version of Pool Hall sees Beyonce – decked in a denim on denim ensemble – challenge a pool shark played by Terminator Zero’s Timothy Olyphant to a game of pool.
A series of shots ensues that places Beyonce’s garments and pool skills front and centre before the film concludes with the Texas Hold ‘Em singer winning the game.
Filmmaker Melina Matsoukas, production company de la revolucion/Prettybird, and creative agency TBWA\Chiat\Day LA, all returned to generate the work.
They previously developed its first chapter, ‘Laundrette’, which rolled out globally in early October 2024.
Photographer Mason Poole and cinematographer Marcell Rév also worked with Matsoukas to develop Pool Hall’s visuals.
According to Beyonce, who recently won multiple Grammy Awards for her eighth studio album, Cowboy Carter, which Levii’s Jeans is featured on, Pool Hall was designed to “celebrate the duality of grace and power” by reworking Levi’s original Pool Hall through the female perspective.
“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does,” the singer said. “And when I think of all those things, I think of Levi’s.”
“For the second chapter in our collaboration we had even more fun in reimagining the denim on denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once.
“We wanted to celebrate the duality of grace and power.”
Pool Hall leverages “a fully integrated global campaign”, covering brand activations, social media, television, OOH, and digital channels.
Moving forward, the denim brand’s social media is expected to spotlight style content from global creators that encourages viewers to “make their own style mark”.
“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core,” shared Kenny Mitchell, Levi’s global chief marketing officer of at Levi Strauss & Co.
“Pool Hall honors our heritage while breaking new ground, giving fans a chance to personalise their Levi’s® and express their unique style.”
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typograhy may be retained in direct quotes from releases.
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