Vincent VenemaPortrait of Vincent Venema, a multidisciplinary creative director, showcasing his professional headshot in a modern, minimalist setting.ProjectsAbout

G-Star RAW: Destroy to Construct. Type, Image, Sound.
Role
- Art direction
- Digital creative concept
- UX & UI Design
Project
- Digital experience
- Digital Identity
- E-Commerce
Details
Project - Denim Craftmanship
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.
Portrait of a woman with short brown hair wearing a dark denim jacket, displayed on a computer and smartphone screen, representing digital design and creative direction.

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.
Portrait of Vincent Venema wearing a dark blue jacket, looking down with a contemplative expression, set against a minimalist background with scattered paper fragments.
A dynamic portrait of a young woman in a black denim jacket and jeans, striking a confident pose with a flowing black coat against a neutral background.
Vincent Venema - Freelance Creative Director specializing in multidisciplinary projects and innovative design solutions.
A woman standing confidently in a denim jacket and black pants against a plain background, showcasing fashion and style.
Portrait of Vincent Venema wearing a dark blue jacket, looking down with a contemplative expression, set against a minimalist background with scattered paper fragments.
Male fashion model walking in G-Star Raw clothing, showcasing a modern urban look with a navy jacket and jeans against a plain background.

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.
Portrait of a young woman with short brown hair wearing a black denim jacket, displayed on a smartphone screen, representing modern digital photography and creative direction.
Smartphone displaying a dark-themed menu with options: Home, Explore, Behind the Scenes, Lookbook, on a light gray background.
A person holding a guitar-shaped flame while jumping in front of a smartphone screen displaying G-Star Raw branding.
Stylish young person wearing dark denim jacket and shirt displayed on a smartphone screen.

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

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