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Dutch Creativity Awards

Creative Award
Amsterdam, Netherlands
G-Star - "The Rhythm of Denim" by Dutch Creativity Awards 2022

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TitleThe Rhythm of Denim
BriefThe campaign’s focus on reinvention of tap demanded that sound should be central to the film, with the composition integrated throughout every stage of the production. That meant a careful dance between disciplines – a creative process turning an industry standard on its head by putting music first. Drawing from a wide range of references (Stomp, Phil Collins, tribal drumtakes, and more), an initial concept beat divided into 3 acts was created. This beat served as the blueprint for the choreography. First dance rehearsals, in turn, set the tempo for the melodic arrangement. A classical choir approach accentuated – without dominating – the core tapping rhythm, providing a clear arc for the film’s build-up in intensity. The score accompanied the final shoot. The taps you see on film were recorded on set and inserted back into the final track. The result was a uniquely interdisciplinary, dynamic film – a highly expressive conversation between forms.
Agency
Campaign The Rhythm of Denim
Advertiser G-STAR RAW
Brand G-Star

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Media Type Television
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Executive Creative Director J...s Ku....rs Subscribers Only
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Actor / Celebrity K...ra S...el Subscribers Only
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