G-star Wrapped up in light

For the Holidays campaign of G-star we were asked to produce a full CGI animation called WRAPPED UP IN LIGHT.

After proposing several directors G-star chose to work with Menno Fokma as he has a raw taste and his previous work with other fashion brands proves he has the style.

For this concept G-Start wanted to bring an added value to their ongoing box concept. Therefore, they turned their boxes into holiday presents. And by introducing an extra festive element to the whole campaign: LED light string. The light wraps around the items to represent the holiday spirit of giving gifts. It acts as a narrative thread but also as a visual element, wrapping everything together in light.

You see the Directors Cut followed by the G-Star's below. For social we created 4x5" cut downs: bag, denim, shirt, shoes.

G-Star RAW. WRAPPED UP IN LIGHT.