Working directly with the G-Star RAW creative team, director/head of 3D Rüdiger Kaltenhäuser leads the Glassworks Amsterdam crew on an all-CG macro adventure through the denim-making process to run online, in-store and in cinemas worldwide.

G-STAR - 'THE ART OF RAW'

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'THE ART OF RAW'

We were extremely excited when G-Star approached Glassworks to realize their first ever campaign commercial which will run online and in cinemas across the globe. Since the brand took a break from conventional advertising in their market, this was a great opportunity for the two brand’s expertise to meet: denim and high-end digital animation and visual effects.

The result was a dramatic, fully CGI, macro-level journey through the denim-making process. G-Star's creative team created the concept for the video and collaborated with our in-house CGI director Rudiger Kaltenhauser, who created the magical and moody world for the film, provided that it remained faithful to the core processes involved in creating their world-famous RAW denim. We were completely sold when we knew the challenge was to create a film with a photo-real running skeleton dog and that it would have the soundtrack by US super-producer Skrillex.

Working directly with the G-Star RAW creative team, director/head of 3D Rüdiger Kaltenhäuser leads the Glassworks Amsterdam crew on an all-CG macro adventure through the denim-making process to run online, in-store and in cinemas worldwide.

Rudiger storyboarded the action treatments, designed the style frames, edited the cut, and then led our team of lighting/texturing TD's and animators in bringing everything to life. There were many challenges, not least of all creating CGI denim that reflects the fabric the brand is so passionate about. The team also took on the challenge to create a texturing/lighting setup that allowed the beauty of each step of the denim making process to be clearly understood but also live up to the expectations of the G-Star denim specialists.


Rüdiger Kaltenhäuser

Rüdiger Kaltenhäuser

Based in Amsterdam, Rüdiger directs projects involving both Live Action and CGI Animation. His innovative direction won him a Cannes Lion Award for G-STAR “Art of Raw” and since this achievement he has created stunning spots for Nike, Adidas, Dulux, and Penny.