Levi's Delves into the Inner Monologue of Chinese Musical Sensation Cai Xu Kun

RadicalMedia special collaborator Davi Russo has directed a new campaign for Levi’s featuring Chinese musician/DJ, Cai Xu Kun. The spot echoes Levi’s newly adopted theme of “no taboo” as a declaration, leading everyone to break the inner border of themselves, enter the new year without limits, and use intrepidity and honesty to write infinite possibilities on the wave of life. 

Levi’s partnership with Kun stems from his own efforts and diligence to remain true to himself amidst doubtful voices. He never doubts his direction, and nothing can stop him from pursuing his dreams. Music is his power.  

The campaign features Kun’s inner voice as he discusses his progression from singer to DJ in pursuit of becoming a more well rounded musician. Kun reveals his decision to partner with Levi’s is due to the brand’s ability to evolve while still remaining true to their original self.