Levi’s Super Bowl spot showed every famous part of a pair of Levi's except the people wearing them. The arcuate, the red tab, the back patch. All backside, no face. Butts, butts, butts. The mystery was the whole point.

So social became the reveal. We pulled back on whose stories those were, ROSÉ, Questlove, Shai, Stefanie Giesinger, and built a Q&A series, Out of Pocket, to let each of them actually talk. Denim blue backdrop, jeans sliding into frame, questions with teeth.

The ROSÉ reveal became the most engaged post in Levi's history.