2023 marks the 150th anniversary of Levi’s 501 jeans. To honor this milestone, Levi’s launched “The Greatest Story Ever Worn” campaign to celebrate its legacy, unrivaled breadth, and global relevance.

This is the true story of some very precious cargo. Of fishermen importing 501 jeans to the docks of Kingston in the ‘70s, and Jamaicans exporting their style back to the world by the metric ton. "Precious Cargo" is a celebratory exploration of an island that’s style, rhythm, and soul has reverberated across the globe – inspiring a new generation to write the next chapter.

The multi-award-winning director – known for her powerfully memorable campaigns – lends her distinct visual style to "Precious Cargo". Through her creative eye, the film embodies both the spirit and vitality of 1970s Kingston, Jamaica with its sun-soaked visuals and inclusion of the iconic song '54-46 That's My Number' by Toots and the Maytals. The film leans into music and movement in a way that the director is known for and the end result is a celebratory – and cinematic – exploration of island style, rhythm, and soul.