G-Star RAW

The Art of Raw

The project

In one minute, we see in the G-Star video how cotton spins into yarns that somersault through a dye bath, and weave and stitch themselves together into a G-Star jacket, which a dog skeleton then puts on and runs away with.

Committee

By showing the production of a pair of jeans step by step, the video transcends the standard of motion. The content and the form are combined in a visually appealing way. Moreover the campaign is consequently implemented in thes offline environment. A striking element in the video is the sound design by Skrillex and the tight editing.

— What Makes this film so powerful, is that the virtuosity of the 3D animations comes together with the informative content - Bas van Lier, Dutch Design Jaarboek, 2013