G-Star channels New York street culture in global campaign

Street-cast ad is helmed by music video director Dexter Navy

Published On
Sep 06, 2018

Editor's Pick

Denim brand G-Star is going for a New York street culture vibe in a new global campaign taglined “Uniform of the Free.”

It includes a spot helmed by music video director Dexter Navy (who has worked with the likes of Kanye West) and cast directly from the street in New York City.

The 75 second ad is soundtracked by an original piece of spoken word poetry, set to an unreleased track by electronic duo The Blaze, featuring Chicago-based spoken word poet Rapsody.

It features real-life individuals including hip-hop ballerinas, female dirt bikers and urban climbers, found by way of extensive street casting in the U.S. and through searches on YouTube and Instagram.

G-Star worked with Amsterdam creative agency Herc on the campaign, which also includes print, retail activations, online, social and billboards in metropolitan locations such as NYC, L.A. London and Tokyo.

The new brand line, "Uniform for the Free," references denim’s beginnings as a workwear uniform.

“Some people flash their skills or attributes outwardly, while others tend to reveal what’s special or unique about what they do in a way they don’t always give away at first glance,” says Navy in a statement. “It’s what drives the vibe in the G-Star film.”





Sep 06, 2018
Agency :
Creative Director :
Emilio de Haan
Creative Director :
Rogier de Bruin
Managing Director :
Niels Heimens
Director :
Dexter Navy
Director of Photography :
Khalid Mohtaseb
Photography :
Dexter Navy
Production Company :
Post Production :
Social Content :
Noel Schoolderman
Line Production :
Strange Love
Print Production :
Edit :
Modern Post & Kapsalon
Music :
The Blaze
Lyrics :
Rapsody & HERC
Music Supervisor :
Pitch & Sync
Sound :
Wave Studios

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