G-Star RAW AW23 content shoot

For the AW23 G-Star RAW shoe collection, I was asked to produce the content shoot. I was responsible for the creative direction, project management incl. budget and set design.

As for the creative direction, I wanted to stay close to the DNA of G-Star RAW. Focussing on the RAW and mysterious aura the brand has. Playing with the shadows the shoes gave made was a reference to the larger than life perspective G-Star has. Incorporating the playful proportions, the brand plays with as well.

Photography done by Joël de Haan
Art direction and set/prop design: Me