Vincent Venema

Freelance Digital Art Director,
Creative & Designer


Client — G-Star RAW
Project — New Denim Arrivals

Experience an award-winning first in the commercial uses of WebGL technology. Explore the new G-Star RAW denim arrivals in a fluid 3D space composed of art pieces and exclusive products. Users can discover the full product range by fluidly floating through the cloud.

Design Director — Pascal Duval
Creative & Art Director — Vincent Venema
Copywriter — Paul Carroll
Producer — Alex Trengove Jones
Creative Studio — Cartelle

FWA / Adobe — Nominated project of the year
FWA — Nominated site of the month
FWA — Mobile site of the day
FWA / Adobe's — The cutting edge project of the week
FWA — Site of the day
Design Licks — Site of the day
Awwwards — Site of the day
French Design Index — Site of the day
Amsterdam Ad Blog — "One thing is sure, G-Star understands how a brand is built."

Blurring the line between creativity, interaction and technology

Inspired by new technologies, I created the concept and visualisation to translate the retail display visual into an interactive and unexpected digital experience. Connecting the internal creative agency at G-Star RAW and an external digital production studio, I pushed digital creative and directed internal demands.

A journey through space

RAW New Arrivals allows users to explore and discover new denim innovation at G-Star. It’s an immersive 3D ‘Universe’ showcasing a selection of trademark G-Star denim objects and highlighting the new collection.

The platform bridges the gap between an immersive experience, a clean interface and a solid e-commerce solution. The Quick-buy feature allows the user to pick and purchase items straight from the cloud without interrupting the user journey.

2020 - Amsterdam