Destroy to Construct
Website
Digital experience
AW 2013
Role
- Art direction
- Digital creative concept
- UX & UI Design
Break everything apart to create the new using engaging technology. A digital visual experience that pushes the boundaries of typography, imagery and sound.
Project Denim Craftmanship
Client G-Star RAW
Studio Cartelle
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 Directors Peter Hamelinck, Alvin Chan
Art Director Vincent Venema, Patricia Varella
Copywriter Paul Carroll
Producer Teymoor Ghashghai
Studio Cartelle