G-Star has launched a global ad campaign that will run online and in cinemas. The 60-second film was devised by Glassworks Amsterdam and G-Star’s in-house creative team. It features a dramatic CGI journey through the denim-making process. The film will run online with a 30-second version airing in cinemas globally. The film was directed by Ruediger Kaltenhauser from Glassworks Amsterdam. The soundtrack was by Skrillex.