OBSESSED WITH DENIM
G-STAR RAW | RAW RESPONSIBILITY
Brand Campaign Strategy & Digital Storytelling
For G-Star Raw’s Obsessed With Denim campaign, I contributed to the development of a digitally-led brand campaign designed to reinforce the brand’s positioning around craftsmanship, innovation, and contemporary denim culture.
Working within cross-functional creative teams, I helped shape campaign storytelling and audience communication across digital touchpoints, ensuring consistency between brand identity, visual direction, and customer-facing messaging.
My role included:
campaign ideation and creative development
messaging direction, storytelling, and hero edit script
audience-focused digital communication
collaboration with strategists, designers, and production teams
adapting campaign narratives across multiple digital formats
The campaign focused on creating a strong emotional and cultural connection between the brand and its audience through sustainability storytelling rooted in product passion and brand identity.
Wear Longer, Wear Shorts
G-STAR RAW | RAW RESPONSIBILITY
Brand Campaign Strategy & Digital Storytelling
For G-Star Raw’s Wear Longer, Wear Shorts campaign, I helped develop a playful, digitally-led campaign concept designed to encourage audiences to give old denim a second life by repurposing worn jeans into shorts.
The challenge was to communicate sustainability in a way that felt fun, culturally relevant, and true to G-Star’s rebellious brand identity moving away from the often overly serious or corporate tone that dominates sustainability campaigns in fashion.
Working across strategy and creative teams, I contributed to the development of:
campaign messaging and storytelling
creative concepts and audience communication
digital-first campaign adaptations
and culturally relevant content designed for social and online audiences
The campaign focused on reframing sustainability as something creative, expressive, and accessible — encouraging consumers to rethink their relationship with clothing through DIY culture, self-expression, and extending the life cycle of denim already sitting in their wardrobes.
My role centred on helping shape a campaign narrative that balanced humour, fashion culture, and purpose-driven storytelling while maintaining strong alignment with G-Star’s visual identity and tone of voice.
The result was a more engaging and audience-friendly approach to sustainability communication that positioned denim longevity as both environmentally conscious and creatively empowering.
Credits
Creative concept, Script & VO: Melody David
Art Direction: Joris Kangeri
Senior Creative Director: Joris Kuijpers