G-Star RAW Make Tap Dance Cool Again In New Brand Campaign

G-Star RAW Make Tap Dance Cool Again In New Brand Campaign
B&T Magazine
Edited by B&T Magazine



Denim brand, G-Star RAW, has teamed with The Family Amsterdam for a new cinematic brand film as part of its ongoing Hardcore Denim campaign.

The film – which follows G-Star’s recent collaboration and campaign with Snoop Dogg – features two denim-clad, world class performers expressing themselves through dance.

The immersive film features stunning backdrops and scenery, as though it were shot by Christopher Nolan or Denis Villeneuve.

The campaign was made by G-Star’s lead creative agency, The Family Amsterdam, which has worked with the denim brand since 2019.

The film features three ‘acts’, showcasing the two performers dancing in a balletic call and response method, before meeting and dancing together, after which they are joined by a surrounding troupe of denim-clad dancers, showcasing the strength and versatility of G-Star RAW’s Hardcore Denim collection.

“We’ve fused tap dance with G-Star RAW Hardcore Denim to create an unexpected combination that flies in the face of convention and creates something new – which we think looks and sounds quite magical,” said The Family Amsterdam’s executive creative director, Joris Kuijpers.

G-Star RAW chief marketing officer, Gwenda van Vliet added: “We love to show all sides of denim at G-Star. This film emphasises the artistic side of the brand.

“Denim, dance, rhythm, it all comes together in a great storyline around a dialogue between two people. You feel the passion and energy of all the people who worked on it.”

The campaign launches globally today on the G-Star RAW website, as well as on TV, digital and social platforms.




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