Mbwana and his best friend Juma are two young men with big dreams. These dreams become reality when they photograph a gigantic fish leaping out of the sea and their small town blossoms into a tourist hot-spot as a result. But for Mbwana, the reality isn't what he dreamed – and when he meets the fish again, both of them forgotten, ruined and old, he decides only one of them can survive. Jonah is a big fish story about the old and the new, and the links and the distances between them. A visual feast, shot though with humour and warmth, it tells an old story in a completely new way.
A Stray Bear Production in association with Jellyfish Pictures
From the imagination of Factory Fifteen
Directed by Kibwe Tavares
Written by Jack Thorne
Produced by Ivana MacKinnon
and Louis Mahoney
Town VFX: Factory Fifteen
Fish VFX: Jellyfish Pictures
Executive Producers - Katherine Butler, Ollie Madden, Chris Collins, Phil Dobree, Eva Yates
Co-Producer Fiz Oliver
Line Producer – Sarah Jane Wheale
Editor - Adam Biskupski
Cinematographer - Chloe Thomson
Production Designer: Paul Nicholls and Jonathan Gales
Fish Concept Art – Warren Holder
Composer – Mark Sayfritz
Sound Design - Jens Petersen
Sound Recordist – Will Whale
Costume Designer– Celia Lusted
Casting Directors – Saheen Baig & Aisha Walters
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!