G-Star Raw: Horse

Credits & Description:

Client: G-Star RAW
Creative agency:  HERC
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: Division Paris 
Post production: Mathematic 
Social content: Noël Schoolderman
Line production: Strange Love
Print production: CLM
Edit: Modern Post & Kapsalon
Music: The Blaze
Lyrics:  Rapsody & HERC
Music Supervisor: Pitch & Sync London
Sound: Wave Studios
Published: September 2018
Synopsis:
G-Star RAW has worked together with Amsterdam start-up agency, HERC, and Dexter Navy – who is possibly the world’s hottest music video director right now - to create a new global campaign for Fall/Winter ’18: Uniform for the Free. It’s an ode to freedom, captured through the lens of street culture. The campaign is a day in the life of the ‘Kings and Queens of the street’ – a range of highly individual rule breakers – and is sound tracked by an original piece of spoken word poetry, set to an unreleased track by electronic duo The Blaze.
The G-Star F/W ‘18 campaign champions a range of captivating individuals: from urban cowboys to hip-hop ballerinas, female dirt bikers to urban climbers – they all step beyond pre-established rules, push boundaries and celebrate the freedom of doing it their way. For the first time ever, a global campaign for G-Star has been shot using real people, as opposed to models or celebrities. The young cast was found by way of extensive street casting in the US and through searches on YouTube and Instagram.
G-Star, which is one of the world’s biggest denim brands, is working for the first time with one of Amsterdam’s newest creative agencies, HERC. The campaign serves not only to present G-Star’s latest F/W collection, but also to introduce a new brand line: Uniform for the Free. Referencing denim’s beginning as a workwear uniform, the brand pays homage to its history as the garment of choice for free-spirited individuals.
The new collection is brought to life with a global campaign, shot in New York City. It includes print, retail activations, online, social and billboards in key metropolitan locations such as NYC, LA, London and Tokyo - all led by an epic 75 sec film. The campaign is created by HERC together with acclaimed music video director, Dexter Navy. Navy is considered one of the most innovative and exciting new talents in the industry and is known for his work with A$AP Rocky, Kanye West and more.