G-STAR

G-Star came up with the odd idea of using chess player Mr. Carlsen in an advertising campaign, but creating something odd was just the point.
The core idea of the brand was to create surprising and contrasting combinations.
Shueti translated G-Star’s design ethos and life philosopy into an abstract commercial that calls you to think and re-think every move, by always moving forward.


Director: SHUETI
Agency: GSTAR/ Peter Hamelinck
D.O.P.: Niels Boon
Production: Revolver