G-Star is going beneath the surface and into the ‘raw’ for the brand’s Fall ’16 campaign.

Posing the question, “what is raw?” G-Star takes a look at the people that produce the product in the campaign, examining their craft and the spaces they occupy to form a “raw” family portrait.

The portrait is just one part of the multimedia campaign, which also consists of a film that shows a behind-the-scenes process within the G-Star headquarters in Amsterdam, as well as a series of digital shorts telling the story of the denim production process.

The entirety of the fall campaign focuses on the connection between denim and a personal sentiment that “must be felt to be understood.” The campaign emphasizes the company’s interest in 3-D denim production while relaying a raw, personal sentiment through voice-over and intimately shot production scenes.

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