G-Star RAW: The Rhythm of Denim

Following on from G-Star’s recent collaboration and campaign with Snoop Dogg, the denim brand is building on its Hardcore Denim campaign with an artistic and aspirational new brand film by creative agency, The Family Amsterdam. The campaign captures an artistic interpretation between two world class tap dancers - expressing themselves without the use of language, with dance as a dialogue and denim as their uniform. The film sees world-class tap dancers in a dance-off shot in architecturally stunning surroundings. The high production values and epic performance create a bold, immersive experience. The new campaign is made by G-Star’s lead creative agency, The Family Amsterdam, an independent agency founded in Amsterdam that has been working with G-Star since 2019. The film is directed by one of Amsterdam’s leading directors, Paul Geusebroek from HALAL Amsterdam and it effortlessly fuses exquisite cinematography, sharp direction and contemporary choreography with the talents of dancers Kamira Samuel and Lee Howard, resulting in a mesmerising TV commercial and online video. Beautifully crafted, with a magical fusion of dance, cinematography, soundtrack and camera tricks on a par with Hollywood movies, the film is made up of three ‘acts’. The story opens on the two lead dancers performing separately but echoing each other in a balletic call and response, as they tap a sort of morse code before meeting and dancing together, then later merging with a troupe of tap dancers - who on closer inspection are doubles of the dancers themselves. The edgy choreography subverts traditional tap dance, incorporating body claps with conventional tap, which combined with the contemporary styling of the G-Star RAW Hardcore Denim collection, perfectly showcases the craft and tailoring of the clothes.