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!
UK directing duo marc & ish created this film with The Boxer Rebellion. They gave us the track and we took the idea of honesty from the lyrics and created a narrative that would be both completely surprising and utterly compelling. We wanted to make a something that was seriously playful and naughty, but also might be profound, raw and honest. Two "it" girls come home from a party and we compress 24 hours of a drunken roller-coaster of highs and lows, passion and heartache into 4 minutes. We wanted to explore a frenzied relationship, present the viewer with something that might be seen at first glance as controversial or sensational, but break through this.... breakthrough the fashionista styling, photo-shoot imagery, the beauty, the sexuality, the crazy night out... and try and find an intimate humanity that is shockingly real. Honest. Why two girls? Why not? Love is love.
Producer: Tess Mitchell
Executive Producer: Bradley Woodus
Editor: Nick Lofting
Cinematography: Stuart Graham
Stylist: Sascha Lilic
Editorial: Jump LA
Colour Grade: James Bamford @ The Mill
Post Production: Owen Saward - Lead Flame, Michael Smith - Flame
Post Production Company: Absolute Post
Production Company: Black Jack Films
In this last chapter we travel up north to Galicia’s Costa da Morte (coast of death), name given to the area in 1920 due to its treacherous rocky shores, full of cliffs and battered by brave storms. Land of massive green landscapes, filled with legends and tradition. The Art Surf Camp in Razo receives us, and we later join A Coruña local skaters for a day cruising.
[7 female riders, 1 van, 15 days, 4.300km, 416 GB of raw material… culminating in one video, divided into four chapters. The film documents the adventure of the trip, portraying the girls, their lifestyle and their passion for longboard.]
En este último episodio, conducimos rumbo norte hasta la Costa da Morte (costa de la muerte) en Galicia, nombre dado a la región en 1920 debido a lo accidentado de su costa, llena de acantilados y azotada por fuertes temporales. Nos adentramos en tierras inundadas de verdes paisajes, ligada a leyendas y tradiciones. Nos reciben en el Art Surf Camp en Razo y nos unimos a un cruising por A Coruña con skaters locales.
[7 riders, 1 furgoneta, 15 días, 4.300 kilómetros, 416GB de imágenes… Meses de trabajo! Todo ello se convertirá en un vídeo, dividido en cuatro capítulos, que documenta la aventura del viaje, retrata a sus protagonistas y muestra su pasión por el longboard.]
"Cake" TUYA (David T. Ginzo, Subterfuge Records 2012)
"Killingberry Blues" JOE LA REINA (Subterfuge Records 2012)
"Confusion" CYCLE (Subterfuge Records 2007 )
"Appalooza" JOE LA REINA (Donovan/Cano, Subterfuge Records 2012)
Second camera operators: Xito Sánchez, Raúl Serrano (Ra
Production team: Mónica Madenfrost, Jesus Asensio (Chus), Raúl Serrano (Ra)