In a world where planned obsolescence is still part of some marketing plans, luxury denim brand G-Star RAW has released a new campaign with an unconventional message: a pair of G-Star jeans should be worn until the end.
The campaign, conceptualized by The Family Amsterdam features a film, directed by HALAL’s Paul Geusebroek, which parallels the gradual wear and tear of jeans with the graceful aging process of the man who owns them.
Going from a fresh-faced youth to an older man – all done with the use of deepfake technology. Featuring a poetic voiceover, the film’s message to ‘Wear your denim till the End’ shows how your jeans’ process of aging is something “natural, responsible, and beautiful.”
The sophisticated and thoroughly convincing ageing process of the spot was the result of a collaboration between post-house Ambassadors and AI specialist Revel.ai, using deepfake technology to show a person at different stages of their life.
The new film launches simultaneously with 8 Raw Responsibility initiatives of the denim brand – showing the durability of denim by demonstrating that it can last a lifetime.
“At its core, this film is about G-Star’s mission to improve the social and environmental impact of their products, without compromising what makes it a special and universally loved brand.” says Joris Kuijpers, Executive Creative Director at The Family.
“Waste is amongst the biggest issues in the fashion industry. What’s special about denim is that it can last a lifetime, if you take care of it and embrace its different stages of life. Which is exactly what Paul Geusebroek has expressed in this film. Once again, he has directed a spot that transcends mere marketing, telling a very human story with elegance and panache.”
Client: G-Star RAW
Agency: The Family Amsterdam
Production company: HALAL Amsterdam
Director: Paul Geusebroek
DOP: Albert Salas
Executive Producer: Job Sanders
Senior Producer: Natalie Wetherell
Service Production Company: Solent
Deep Fake: Revel.Ai
Offline edit: Brian Ent
Music company: Sizzer
Audiomix: Sauvage Sound