The Rhythm of Denim

Agency Network: 
January 2022


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.

Integrated advertisement created by The Family Amsterdam, Netherlands for G-Star, within the category: Fashion.

Creative Agency: The Family Amsterdam
Production company: HALAL Amsterdam
Director: Paul Geusebroek
DOP: Menno Mans
Executive Producer: Job Sanders
Producer: Julia Llamas
Agency producer: Vanessa Janssen
Line production company: Shelter Film
Choreographer: Jack Evans
Dancers: Lee Howard, Kamira Samuel
Post Production: the Ambassadors
Grading: Crabsalad, Laurens Orij
Offline edit: Brian Ent
Photographer: Mylan Rosendaal
Music company: Sizzer
Music supervisor: Rachel Tauwnaar
Audiomix: Sauvage Sound
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