In 2014, G-Star re-thinks the status quo and re-thinks beauty. With chess as a metaphor for life and the G-Star design ethos, the campaign is a call to think and re-think every move, to always move forward.
In the campaign film directed by Shueti, Magnus Carlsen and Lily Cole enter a fantastical game of chess in a surreal landscape of concrete and steel. Drawing a link between Carlsen, Cole and G-Star, the film shows how an uncompromising attitude is key to moving forward, in any pursuit.
Find out more here: http://tinyurl.com/o5unrd2
Media: Online
Client: G-Star RAW
Production: Revolver Amsterdam
Creative Director: Peter Hamelinck, Aitor
Director: Shueti (@Revolver Amsterdam)
DOP: Niels Boon
Executive producer: Raymond van der Kaaij
Line Producer: Lucia Dondorp
Post Production: the Ambassadors
Styling: Leonie Huisman, Ruud van der Peijl
Hairstylist: Raphael Salley
Make-up artist: Andrew Gallimore