G-Star The Art of Raw
Cartelle and G-Star team up for 'The Art of Raw,' a digital experience that explores the unlimited possibilities of denim.
- February 2013
- Art Direction, Design, IA, Execution
The Art of Raw is G-Star's latest campaign for S/S 13 that showcases a series of explorations into the unlimited possibilities of denim.
The digital experience starts with the campaign's centerpiece, a fully CGI macro-level journey through the denim creation process with a musical collaboration from Skrillex.
In addition, the site walks visitors through the denim-making process while highlighting their latest collection and lookbook.
"The Making of Denim" is a collection of four videos that provide a deeper look into G-Star's love for denim and thoughtful manufacturing process.
The videos within the campaign site offer a unique, enhanced experience; a real-time "Ambilight" effect that color matches the site background, giving the video an even more immersive feel.
With loads of sites out there leveraging vertical scroll, we tried to pay close attention to introducing unique features and details to ensure this site was a special one.
One of these features is the "snap" scrolling which intuitively guides the user through each page with either a simple tap, trackpad scroll or subtle scrollbar movement.
If a page extends the view of the window, we introduce hover-panning, a classic mechanic from the Flash days that allow users to browse tall pages and portrait photo's without a click, making for a smooth experience.