G-Star Raw —
Destroy to
Construct
- Digital creative concept
- UX & UI Design
- Digital Identity
- E-Commerce
Client - G-Star RAW
Studio - Cartelle
Year - AW2013
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