It’s called “Beauty of Becoming” and it’s the new Levi’s campaign made of a series of short films featuring the likes of tennis player Naomi Osaka, Jaden Smith, her sister Willow and actor Brandon Flynn. 

For many years now, Levi’s has been involved in the political and social struggles of the United States, starting from the assumption that brands can play a very important role in the fight against social injustice and racism. The American brand is establishing itself as a true mouthpiece for a movement and this is perfectly represented by this latest campaign.

Director One Egbuonu, who previously shot Levi’s campaign to raise awareness of voting in the U.S. presidential election, directed “Beauty of Becoming”, Levi’s new campaign in which each character involved recounts their personal experience, their journey, delivering positive, optimistic messages to their 14-year-old selves. The purpose of the campaign is to remind the world that no one is born an adult and that one becomes an adult through “experience gained, self-exploration and discovery”.

You can check out the trailer for “Beauty of Becoming” below, while you can visit Levi’s website for more information. The series launch will coincide with Black History Month and run through June, Emancipation Day (Juneteenth) month, which falls on the 19th.