G-Star RAW / Yellowbloom The Rhythm of Denim



The 2022 campaign of G-Star, directed by Paul Geusebroek and produced by The Family was centered around the concept of 'tapping'. In it, you see two tap dancers intricately dancing around each other, signaling the rhythm of denim. Music supervision studio Sizzer asked us to produce a track that highlighted this rhytm, and we produced this track as a subcontractor for them.


Using a lot of recorded samples of taps on various objects, like claps, hand slaps, taps and snaps, turned out to be a good starting point for this track. But something was missing... something that could really 'bring it home'. It turns out this was a choir. We decided to go for a rhythmical choir part that highlights the elevation you feel when tapping in denim. And that proved to be the icing on the cake.


The Rhythm of Denim won multiple awards and was heralded as a centerpiece of the G-Star 2022 campaign. Among which the Clio Awards, the London International Awards, The Gerety Awards, ADC Germany, and Music+Sound Awards. This track was also nominated for the 2023 Buma in Motion award.

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