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 philosophy into an abstract commercial that calls you to think and re-think every move, by always moving forward.
Agency: GSTAR/ Peter Hamelinck
D.O.P.: Niels Boon