Levi’s Video Shoot with Amelia Dimoldenberg on Location

Levi’s has again captured the essence of effortless style, blending iconic denim with cultural relevance in its latest campaign, “Dimz Dances in Denim”. Fronted by Amelia Dimoldenberg, the star of the popular YouTube series Chicken Shop Date, this campaign brings a fresh, fun energy to the brand’s much-loved Live in Levi’s® message.

A Day in the Life with Amelia Dimoldenberg

In this campaign, we see Amelia shimmying through a day in her life, dancing her way from morning to night while dressed in three distinct Levi’s looks. The campaign perfectly encapsulates the brand’s versatility, from casual everyday wear to chic evening ensembles. Amelia’s quirky style and dry humour are infused into every step of the video, making it a campaign that resonates with audiences on multiple levels.

As she moves through her stylish home—furnished with eclectic art and objects—the audience is drawn into Amelia’s easy-going vibe, whether she’s cooking breakfast or enjoying a cheeky chicken nugget at the end of her day.

Levi’s choice of Amelia Dimoldenberg is no accident. Amelia has become a cultural phenomenon known for her deadpan interviews with celebrities in fast-food shops. She is beloved for her unconventional interview style, wit, and undeniable charm. This makes her the perfect ambassador for a brand like Levi’s, which prides itself on timeless appeal and a sense of cool that transcends generations.

Her collaboration with Levi’s embodies “Live in Levi’s”—a celebration of individuality, movement, and personal style. The Dimz Dances in Denim video spotlights Amelia in three outfits, proving that Levi’s caters to all kinds of moments and moods.

A London Location That Shines

Shot on location at Gabriel, a stylish home in the heart of London, the campaign feels personal, intimate, and unmistakably British. The location, secured by The Location Guys, was the perfect backdrop for the shoot, offering a lived-in yet polished atmosphere that beautifully complemented Levi’s aesthetic.

Gabriel is a residence full of personality, adorned with fascinating art and objects worldwide. This eclecticism matched Amelia’s unique persona, giving the video a distinctive look that felt as vibrant as it did relatable.

With London’s rich cultural landscape and the international flair of the location’s décor, Gabriel NW2 helped create an aspirational and attainable setting. This was the ideal spot for a campaign about moving through life’s everyday moments with style.

Gabriel NW2, London

Choreography and Creative Direction

The video’s visual direction, produced by Margaret and directed by Kaj Jeffries, is a masterclass in blending movement with fashion. The choreography, brought to life by Ted Rogers—a movement director currently an artist in residence at TKE Studios in Margate—was another stroke of genius. Known for working closely with acclaimed artist Tracey Emin, Rogers helped Amelia channel her inner dancer, offering a mix of graceful and humorous moves that perfectly matched her personality.

Whether she’s twirling in the kitchen or swaying in her living room, Amelia’s movements feel natural and spontaneous, emphasising the freedom and ease that Levi’s denim provides. Each step is a testament to the idea that you can “live in Levi’s” while filming a viral YouTube series, dancing in your living room, or even grabbing a late-night snack.

A Campaign for a New Era

This isn’t just another fashion campaign—it’s a celebration of modern-day Britain and its dynamic, ever-evolving culture. Levi’s has always been a brand that resonates with people from all walks of life, and this collaboration with Amelia Dimoldenberg taps into the zeitgeist, reflecting how people today—especially younger generations—connect with style and self-expression.

The “Dimz Dances in Denim” campaign speaks to a new wave of media, where influencers like Amelia shape fashion and help reshape the entertainment industry. Her deadpan delivery, viral dance moves, and undeniable charm make her a figure that young people can relate to, while Levi’s timeless appeal ensures that the brand stays relevant across generations.

A Perfect Union of Style and Spirit

The Dimz Dances in Denim campaign is a fresh, fun, and dynamic take on what it means to live in Levi’s. With Amelia Dimoldenberg leading the charge, the campaign is an ode to personal style, movement, and authenticity. Shot in the stunning location in London, choreographed by the talented Ted Rogers and directed by Kaj Jeffries, it’s clear that Levi’s has hit the mark again.

For those looking to capture a slice of this unique campaign magic, The Location Guys made it all possible by securing the perfect space for the shoot. Gabriel, with its artistic charm and stylish flair, gave the campaign the character and warmth it needed.

As Amelia’s signature dance moves take over the screen, one thing is clear: this is not just about denim—it’s about living, moving, and expressing yourself in a way that feels true to who you are.

Whether you’re a fan of Amelia Dimoldenberg and Levi’s denim or love seeing a well-executed campaign, this collaboration is one to watch and dance to!