Challenge: G-Star RAW as globally recognized denim company have always done a great job creating amazing ATL campaigns. Collaboration with stars like Pharrell Williams and Jaden Smith have created impressive brand awareness on a global level. A challenge G-Star RAW encountered, was how to create relevant, meaningful and engaging content apart from these big campaigns, specifically in their digital and social environment.

Idea: An always-on strategy was created, specifically to generate more editorial content and a real story behind the brand G-Star RAW. With “The Creation” as starting topic, the first of a serie of six stories was created. Truly connecting with the G-Star RAW audience and fans through engaging and audience-first communications. We did not just produce 6 hero video’s surrounding the creation of their six most iconic jeans, but also all platform specific sub deliverables, such as instagram stories in line with the hero video’s, as well as gifs. The G-Star Elwood and Shape are two of their six icon jeans.

Head of Production: Camiel Verhey

Producer: Jip Stegmeijer

Creative: Romario Dudok van Heel, Jan-Paul van der Velden

Director: Roby Kikic

DOP: Gijs Besseling

Sounddesign: Romario Dudok van Heel

VO: Post-office

Production partner: Towel Media

Agency: Wavemaker





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