Jeans brand G-Star Raw recruited world champion tap dancers to star in a new spot that marries denim with fresh choreography.
The ad, created via Family Amsterdam and directed by Halal's Paul Geusebroek, sees world tap champion Kamira Samuel and Broadway performer Lee Howard in a dance-off that demonstrates both the flexibility and tailoring of G-Star's Hardcore Denim collection—who knew you could tap dance in jeans?
The musicvideo-like film 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 finally coming together, later merging with a troupe of tap dancers, who on closer inspection are doubles of the dancers themselves. The routine was conceived by London-based choreographer Jack Evans, who has worked with the likes of Billie Eilish and Stormzy. It incorporates body claps with conventional tap, combining with music by Amsterdam's Sizzer to convey a contemporary look and feel.
“We’ve fused tap dance with G-Star Raw Hardcore Denim to create an unexpected combination that flies in the face of convention and creates something new, which we think looks and sounds quite magical," said Joris Kuijpers, executive creative director at The Family Amsterdam, in a statement.
“Tap dance has a bit of a classical and stuffy image, so I saw it as a great challenge to portray it as something contemporary and unpolished," added director Geusebroek. "What inspired me in the initial talks with Joris at The Family is that Tap is the only auditive dance that we could think of. We came up with the idea that tap sounds could form a conversation, a calling between two people that don’t have to physically see each other.”
The campaign is running globally on G-star.com as well as on TV, digital and social platforms, with a specific media focus on the U.S., Germany, Netherlands, Japan and South Africa.