Levi’s Launches Open Casting Call for Dancers

Levi’s new initiative targets social media’s craze for viral dances.

On Monday, the denim brand launched an open casting call providing dancers from all over the globe with the chance to be part of an exclusive film from Grammy-award winning producer and DJ, Kaytranada.

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To be considered for the film, dancers are encouraged to audition by posting their dance to the specific choreography with #LevisOpenCall to Instagram, and using the sound from the instructional post of choreographer Sherrie Silver. Dancers can also submit a video of the choreography to an online portal that details logistics around #LevisOpenCall. Levi’s has not confirmed an end date for submissions.

Dancers will be chosen by Silver and the team involved in the film’s production. Chosen dancers will be paid for the opportunity and flown out by Levi’s to dance in Kaytranada’s project.

The #LevisOpenCall is part of the denim brand’s 2024 “Live in Levi’s” campaign. Over the past decade, the campaigns have encouraged young people to “move with purpose.”

The 2024 campaign, directed by Omar Jones and choreographed by Silver, takes a literal approach to the mission with a film that captures the energy and joy of dance as a form of expression. Titled “The Floor Is Yours,” the film depicts a group of friends stuck in a conventional until one person dares to move and break the mold. This ignites a chain reaction dance scene set to an unreleased track from Kaytranada featuring Channel Tres, marking the first teaser of the new song which is due to drop later in the year, Levi’s stated.

In the 30-second film, dancers wear Levi’s Spring 2024 line of men’s 568 Stay Loose jeans and XX Cargo pants and women’s mini Flounce skirt and XL Straight jeans.

Dance is a running theme in campaigns this spring. Earlier this month Gap launched a campaign featuring Grammy Award-winning artist Tyla dancing to the Jungle’s hit “Back On 74.”

“As a brand that has long been the ‘unofficial uniform’ for progress, the 2024 Live in Levi’s campaign is all about championing the people who do things their own way and push culture forward,” said Kenny Mitchell, chief marketing officer of the Levi’s brand at Levi Strauss & Co. “We wanted to use this campaign to inspire the doers and movers around the world to take the floor. We’re proud to partner with the incredibly talented Kaytranada and can’t wait to see how people answer the call.”