Throwaway fashion is coming to the end of its reign, helped in no small measure by the growing awareness of the cost to the planet of fabric pollution.
G-Star RAW and creative agency, The Family Amsterdam, have joined the mission to keep clothes in people’s wardrobes rather than landfill, with their campaign, Wear Your Denim Till The End.
The campaign is led by a film directed by Halal’s Paul Geusebroek that shows a man and his jeans ageing together. The film intends to show how the jeans’ process of ageing is something natural, responsible, and beautiful. The striking ageing process of the man was achieved using deepfake technology and a collaboration between post house, Ambassadors, and AI specialist, Revel.ai. Multiple facial expressions of the man were captured physically, by filming the actor from all angles with a multi-camera set-up. An AI and proprietary software from Revel.ai then created a digital human who looks exactly like the main character. That digital model – in combination with shots of different actors at different ages, plus VFX – all helped create the realistic story of a man and his jeans. The team at Ambassadors further integrated each aged and de-aged version of the protagonist into the film by transferring the subtlety of human expression from one face to another, removing lines, augmenting certain parts, and completely reshaping heads when necessary.
The new film has launched simultaneously with 8 Raw Responsibility initiatives of the denim brand – showing the durability of denim by demonstrating that it can last a lifetime. It is a shout-out to embrace jeans in every phase of their life cycle – from fresh off the shelf through rips and tears, towards something beautifully worn in.
“At its core, this film is about G-Star’s mission to improve the social and environmental impact of their products, without compromising what makes it a special and universally loved brand,” explaiendJoris Kuijpers, executive creative director at The Family. “Waste is amongst the biggest issues in the fashion industry. What’s special about denim is that it can last a lifetime, if you take care of it and embrace its different stages of life. Which is exactly what Paul Geusebroek has expressed in this film. Once again, he has directed a spot that transcends mere marketing, telling a very human story with elegance and panache.”
Raw denim is at the core of our brand DNA,” added Gwenda van Vliet, G-Star chief marketing officer. “At G-Star we embrace the ageing process of denim and we are proud of how we have been able to capture the beauty of this journey in the latest global brand campaign. I really see this as a call out to value your denim and wear it longer.”
To celebrate this durability, G-Star is offering a ‘lifetime warranty’ for its new capsule collection, a range of raw denim garments for both men and women.
The Wear Your Denim Till the End campaign will be launched as part of G-Star’s RAW Responsibility Strategy, and will be underpinned by TV and global social and digital marketing.
Credits:
Client: G-Star RAW
Agency: The Family Amsterdam
Production Company: HALAL Amsterdam
Director: Paul Geusebroek
DOP: Albert Salas
Executive Producer: Job Sanders
Senior Producer: Natalie Wetherell
Service Production company: Solent
VFX: Ambassadors
Deep Fake: Revel.Ai
Grading: Crabsalad
Offline Edit: Brian Ent
Music Company: Sizzer
Audio Mix: Sauvage Sound
