G-Star RAW: Destroy to Construct

G-Star Raw —  Site walkthrough

Break everything apart to create the new using engaging technology. A digital visual experience that pushes the boundaries of typography, imagery and sound.

Design meets technology

The original theme of destroy and construct and the TVC formed the basis of the digital concept that I created together with Patricia Varella as part of the internal agency. 

By merging the latest tech with a clean design, a visual language was added that explains the fit and feel of the products in an enticing and interactive way.

Destroy to construct typography

The highlight of this campaign site included a massive, 3D widescreen landscape, all executed in canvas. Click and drag your way through the landscape to break apart and reconstruct the typography to discover each scene. 

The lookbook features a utilitarian design that allows users to uncover various looks with a simple swipe.

Team

Creative Director - Peter Hamelinck
Art Director - Vincent Venema, Patricia Varella
Copywriter - Paul Carroll
Producer - Teymoor Ghashghai
Studio - Cartelle

Features

FWA - Mobile site of the day
FWA - Site of the day
Awwwards - Site of the day
Awwwards - Showcase in "The Best 365 Websites around the World" Book

Reach Out. Say Hi.

If you’re interested in any form of collaboration, say hello and let's craft ideas together.