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It's Glasswork's 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 is 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 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.
Rudiger storyboarded the action treatments, designed the style frames, edited the cut, and then led the 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.
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