Glassworks Amsterdam is very proud to have collaborated with the G-Star in-house creative team to realize the Art of RAW campaign film. Till now the global campaigns of the brand were based on iconic print advertisements, shot by one of the biggest names in photography Anton Corbijn, featuring talents like Liv Tyler, Magnus Carlsen and Gemma Arterton.
We were therefore extremely excited when G-Star approached Glassworks to realize their first ever campaign commercial which will run online and in cinemas across the globe. Since the brand took a break from conventional advertising in their market, this was a great opportunity for the two brand’s expertise to meet: denim and high-end digital animation and visual effects.
The result was a dramatic, fully CGI, macro-level journey through the denim-making process. G-Star's creative team created the concept for the video and collaborated with our in-house CGI director Rudiger Kaltenhauser, who created the magical and moody world for the film, provided that it remained faithful to the core processes involved in creating their world-famous RAW denim. We were completely sold when we knew the challenge was to create a film with a photo-real running skeleton dog and that it would have the soundtrack by US super-producer Skrillex.
Rudiger storyboarded the action treatments, designed the style frames, edited the cut, and then led our team of lighting/texturing TD's and animators in bringing everything to life. There were many challenges, not least of all creating CGI denim that reflects the fabric the brand is so passionate about. The team also took on the challenge to create a texturing/lighting setup that allowed the beauty of each step of the denim making process to be clearly understood but also live up to the expectations of the G-Star denim specialists.
Cut from the 60" film, a 15" teaser was screened to launch their show at the Bread & Butter fair in Berlin last month, and whilst the full-length film will be playing on their website, you can see the 30" in cinemas and throughout their stores globally. The CGI skeleton dog is the leading visual throughout the Art of RAW print campaign and you might even be able to race him yourself in the Hong Kong subway!
G-Star RAW creative team
To This Day is a project based on a spoken word poem written by Shane Koyczan (shanekoyczan.com) called “To This Day”, to further explore the profound and lasting impact that bullying can have on an individual.
Schools and families are in desperate need of proper tools to confront this problem. We can give them a starting point... A message that will have a far reaching and long lasting effect in confronting bullying.
Animators and motion artists brought their unique styles to 20 second segments that will thread into one fluid voice.
This collaborative volunteer effort demonstrates what a community of caring individuals are capable of when they come together.
Watch the call for entries here: vimeo.com/56131212
Directed by BUCK
Executive Creative Director: Orion Tait
Creative Director: Thomas Schmid
Executive Producer: Anne Skopas
Producer: Katie Boote
Art Direction: Jon Gorman
Design: Thomas Schmid, Jon Gorman
Concept Art: Sébastien Iglesias
Animation: Jon Gorman
Stop Motion Animation: Kelly Goeller, Victoria Arslani
Props & Construction: Kelly Goeller, Victoria Arslani
Composite: Jon Gorman
Lead Colorist: Seth Ricart
Color Correction: Seth Ricart
Matte Painter: Jon Foster
Directed by BUCK
ARF & Co DIrector: Alex Fernbach