The Art of RAW – G-Star
Incredible Work for G-Star. The campaign centrepiece is an CGI video showcasing the denim manufacturing process in the most detailed view ever seen. From cotton to yarn, from the dying process to weaving the warp and weft, each process is important in creating a qualitative denim fabric. The video was created to showcase G-Star’s passion of this beautiful fabric and demonstrates their “exploration for new denim horizons.” Accompanying the Art of RAW video is a custom created track by electronic dance music producer Skrillex featuring his signature sound as what he describes as “a mixture of dubstep, electro-house and fidget. Directed by Glassworks’ own Rudiger Kaltenhauser, the spot mimics macro photography, creating a hyper-real journey that brims with tactile details, despite being entirely CG.