We were asked to  find new and relevant ways to drive through culture in order to create brand heat and hype around the new style of jean and get the brand back on the map of young creative audiences. 

To celebrate the return of the G-Star Elwood jean, a cult club classic, we took a look at the subcultures dominating the dancefloor and breathing new life into nightlife.

Through a documentary lens we captured the club kids of a new generation. We used a low-fi approach, a current trend, that appeals to the Gen-Z audience. Based on location, we captured partygoers in the queue of their favourite club night. 


Creative Lead + Styling: Cassandra Joseph 



Using Format