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Title | The Rhythm of Denim |
Brief | The campaign’s focus on reinvention of tap demanded that sound should be central to the film, with the composition integrated throughout every stage of the production. That meant a careful dance between disciplines – a creative process turning an industry standard on its head by putting music first. Drawing from a wide range of references (Stomp, Phil Collins, tribal drumtakes, and more), an initial concept beat divided into 3 acts was created. This beat served as the blueprint for the choreography. First dance rehearsals, in turn, set the tempo for the melodic arrangement. A classical choir approach accentuated – without dominating – the core tapping rhythm, providing a clear arc for the film’s build-up in intensity. The score accompanied the final shoot. The taps you see on film were recorded on set and inserted back into the final track. The result was a uniquely interdisciplinary, dynamic film – a highly expressive conversation between forms. |
Agency | The Family |
Campaign | The Rhythm of Denim |
Advertiser | G-STAR RAW |
Brand | G-Star |
Date of First Broadcast/Publication | Subscribers Only |
Business Sector | Subscribers Only |
Story | Subscribers Only |
Media Type | Television |
Length | |
Market | Subscribers Only |
Production Company | 100% |
Executive Creative Director | J...s Ku....rs Subscribers Only |
Chief Marketing Officer (CMO) | G...da ..n V...t Subscribers Only |
Director | P..l Ge.....oek Subscribers Only |
Music | S...er Subscribers Only |
Actor / Celebrity | K...ra S...el Subscribers Only |
Actor / Celebrity | ..e H...rd Subscribers Only |