After bonding with the world’s coolest grandpa, Snoop Dogg, in September, G-Star continues to wrap itself in music and dance culture. This time, agency, The Family Amsterdam and Halal director, Paul Geusebroek have produced a stylish dance video for G-Star’s Hardcore Denim campaign, featuring world tap champion, Kamira Samuel and leading Broadway performer, Lee Howard.
The film is the epitome of cool, which is everything G-Star needs to be as a fashion brand. It’s unlike anything other denim brands have done or are doing, has the most wonderful aesthetics and picks up on the dance phenomenon happening throughout the world in its own edgy way.
Joris Kuijpers, executive creative director, The Family Amsterdam, stated, “We’ve fused tap dance with G-Star RAW Hardcore Denim to create an unexpected combination that flies in the face of convention and creates something new – which we think looks and sounds quite magical. This contemporary and cinematic take on tap dance was only made possible by (as always) working closely together – like a family – with the team at G-Star, the director Paul Geusebroek and his crew at HALAL, alongside Jack Evans, the stellar choreographer, the world-class dancers and the team at Sizzer – whose music took the final film to a new level. It’s been a meeting of minds and a true team effort.”
Gwenda van Vliet, chief marketing officer, G-Star, commented, “We love to show all sides of denim at G-Star. This film emphasises the artistic side of the brand. Denim, dance, rhythm, it all comes together in a great storyline around a dialogue between two people. You feel the passion and energy of all the people who worked on it”
Paul Geusebroek, director, Halal, added, “Tap dance has a bit of a classical and stuffy image, so I saw it as a great challenge to portray it as something contemporary and unpolished. What inspired me in the initial talks with Joris at The Family is that Tap is the only auditive dance that we could think of. We came up with the idea that tap sounds could form a conversation, a calling between two people that don’t have to physically see each other.”
The film’s dramatic music was composed by Sizzer. Post-production is by Ambassadors. Choreography is by London choreographer, Jack Evans, who has worked with musicians such as Billie Eilish and Stormzy.
Evans stated, “The simple premise of two characters in separate locations communicating transcendently through rhythm gives a contemporary lens for us to view tap dance in its rawest, most authentic form.”
The campaign is running globally on G-star.com as well as on TV, digital and social platforms, with a specific media focus on the US, Germany, Netherlands, Japan & South Africa.
Creative Agency: The Family Amsterdam
Production Company: Halal Amsterdam
Director: Paul Geusebroek
DOP: Menno Mans
Executive Producer: Job Sanders
Producer: Julia Llamas
Agency Producer: Vanessa Janssen
Line Production Company: Shelter Film
Choreographer: Jack Evans
Dancers: Lee Howard & Kamira Samuel
Post Production: The Ambassadors
Grading: Laurens Orij @ Crabsalad
Offline Edit: Brian Ent
Photographer: Mylan Rosendaal
Music Company: Sizzer
Music Supervisor: Rachel Tauwnaar
Audio Mix: Sauvage Sound