G-Star Raw - Wear Your Denim Till the End

Ambassadors is proud craft partner for G-Star Raw’s latest campaign, which shows the beauty of the ageing process in both people and in denim using a mix of deepfake technology and VFX.

Created by agency The Family Amsterdam, produced by Halal, and directed by Paul Geusebroek, the film parallels the gradual wear and tear of jeans with the graceful ageing process of a man. The central character walks through time from spring to winter, gradually growing older from a fresh-faced youth to an older and characteristic man. With a poetic voiceover, the film is an ode to embracing jeans in every phase of their life cycle: from fresh off the shelf through rips and tears towards something beautifully worn-in.

This convincing ageing process of the spot was the result of a collaboration between Ambassadors and in-house Artificial Intelligence unit Revel.