I don’t know what G-Star RAW’s new hardcore denim campaign means either. Fashion films are like that. But it is sure to put, or rather, keep G-Star at the top of tier of denim brands. It features a larger than life Cara Delevingne (who represents a hardcore female talent) and standout VFX. The campaign, which introduces the new FW22 denim collection, was developed with The Family Amsterdam and directed by Stink’ Felix Brady.
According to the press release, “Delevingne has proven herself to be a ‘true original’, through her rebellious outspoken character and her ability to show different aspects to her personality. She fits perfectly with the brand’s tradition of working with unique talents.”
Gwenda van Vliet, chief marketing officer, G-Star: “Cara is someone who’s hard to pigeonhole. She’s one of the best models in the world. Next to that, she’s an actress, writer and singer with a unique character. She lets no one tell her what to do. Just like G-Star.”G-Star has collaborated with other true originals in the past, like Magnus Carlsen, Pharrell Williams, Max Verstappen and Snoop Dogg.
Joris Kuijpers, executive creative director & founder, The Family Amsterdam, commented, “The new collection shows once again that G-Star is a brand that goes its own way and is not necessarily guided by codes or conventions. That’s why we let go of rules and logic for the campaign. In the campaign, there are no fixed dimensions and contradictory gravitational forces.”
Felix Brady added, “Shooting was incredible. Cara was super professional and could switch it on in an instant – quite incredible to witness, with astonishing results captured.”
The campaign will be launched through various channels, including online video, commercial, (digital) outdoor, online and social.
Credits
Client: G-Star RAW
Agency: The Family Amsterdam
Production Company: Stink London
Director: Felix Brady
DOP: Pat Aldinger
Head of Production: Andrew Levene
Executive Producer: Blake Powell
Senior Producer: Jacob Swan Hyam
Post Production: The Mill
VFX Supervisor: Tom Luff
Executive Producer VFX: Clare Melia
Post Producers: Nicola Simmons, Kayleigh Dugdale, Saskia Delius
Grading: No. 8 London
Colourist: Alex Gregory
Post Production Finish: Daniel Falkenhagen @ The Compound
Casting Director: Ben Grimes casting
Make-up Artist: Wendy Rowe
Hair Stylist: Ben Talbott
Edit House: Trim editing
Editor: Paul Hardcastle
Editors’ Cutdowns& Social Ads: Jennifer Tividad & Camille Bouwmans
Music Research & Licensing: Jef & Cris Music
Music Track: Portishead, Strangers
Sound Studio: Hielke Praagman
Photography: Lucas Christiansen
Stills Production Company: Stink Berlin
Head of Photography & Producer: Jana Marx
