G-STAR INTERNATIONAL Promo THE ART OF RAW: THE UNLIMITED POSSIBILITIES OF DENIM by G-STAR RAW Amsterdam

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THE ART OF RAW: THE UNLIMITED POSSIBILITIES OF DENIM

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Industry Advertising & Communication
Media Promo & PR
Market Netherlands
Agency G-STAR RAW Amsterdam
Production Glassworks
Director Glassworks Amsterdam
Account Supervisor G-Star Raw
Released May 2013

Awards

Cannes Lions 2013
Film Craft Lions Animation Bronze

Credits & Description

Advertiser: G-STAR RAW
Product/Service: RETAIL
Agency: G-STAR RAW Amsterdam, THE NETHERLANDS
Chief Creative Officer: G-Star Raw
Executive Creative Director: G-Star Raw
Creative Director: G-Star Raw
Copywriter: G-Star Raw
Art Director: G-Star Raw
Agency Producer: G-Star Raw
Account Supervisor: G-Star Raw
Advertiser's Supervisor: G-Star Raw
Producer: Glassworks Amsterdam
Director: Glassworks Amsterdam
Post Production: Glassworks Amsterdam
Animation: Glassworks Amsterdam
Music: "puppy" By Skrillex
Account Manager: G-Star Raw
Planner: G-Star Raw
Special Effects/Computer Graphics: 3d By Glassworks Amsterdam
Other Credits: Music Post Production By Kaisersound Amsterdam
Brief Explanation
G-Star embraced its denim roots to showcase its ongoing passion for the innovation and craftsmanship of RAW denim, and the constant need to push the boundaries of this versatile product.
Inspired by its brand essence of 'RAW', the G-Star creative team made a campaign concept that brings you up close to the creation of the denim fabric.
The main campaign film was scripted along the fascinating journey of the creation of raw denim - from the preparation of cotton, the dying process, all the way to the final product. Typical for the G-Star philosophy of unexpected combinations, the journey, which logically would end with a pair of jeans, has a twist by landing on the back of a running skeleton dog.
The film was created together with Glasswork Amsterdam, which are known for CGI films such as the Bjork video clip by Chris Cunningham. For the music of the campaign film, G-Star teamed up with American electronic music producer Skrillex, who created the soundtrack - 'Puppy'. Inspired by the film, Skrillex brought the film to live with composed sounds.

Creative Execution
The Film was realized as a full CGI-Animation. All the 3D was done in Softimage using the Arnold renderer and composited in Nuke. Additional 2D elements were added in flame and the grading was done in-house on baselight.
This Film was all about the material. So it was crucial to achieve a super photorealisic look that would stand up to the critical eyes of the denim experts.
As we figured every sequence needed its own approach, we decided to split the job up into sequences rather than departments (i.e. Animation, Rigging etc.). So every sequence was handled by a different artist who would take care of the creation of whole individual shots, from the models and rigging all the way to texturing and rendering. This led to many different ways of setting up the ropes and threads, each specific to the needs of the shot. To make sure there was a clear continuity throughout the film, every artist always referred back to real macro photography of denim rather than trying to match what another artist had made.
The cotton sequence is largely created using Softimage ICE system, the weaving sequence uses curve-deformed geometry for the threads, whereas the denim fabric seen in the stitching and button shots was created using hires textures and displacement maps.
The physical skeleton dog was 3D scaned using a NextEngine scanner. The hi-res mesh was exported as .obj and then cleand up and refined using Mudbox. The denim jacket was then attached using multiple cage deformers and Syflex cloth simulation.