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IN THE RAW: G-Star Raw has taken a slight detour off the road of celebrity-laden jeans advertising, launching its Art of Raw campaign with an animated video that takes the viewer inside the process of weaving denim, constructing jeans and ultimately putting some unorthodox denim products on some unexpected subjects, including the company’s recently anointed mascot “Skeleton Dog.”
Developed in-house with animation by Glassworks London and a score by DJ Skrillex, the eye-catching video is getting its first exposure at Bread & Butter in Berlin this week, with its official launch on g-star.com scheduled for Feb. 15 and subsequent airings planned for movie theaters in Europe, the U.S. and Japan. “We’re about constant innovation, with denim at the core,” said Shubhankar Ray, global brand director of G-Star.
This story first appeared in the January 15, 2013 issue of WWD. Subscribe Today.