The Denim Walk
Client G-STAR Raw
Agency Amazon Brand Innovation Lab
Role Creative Director
The brief
G-STAR needed a way stand out against their competition in the denim category - but didn’t believe Amazon offered a premium destination to showcase their unique brand aesthetic in a way that would cut through with new customers.
We had to create a shopping experience that would drive both sales performance and brand awareness in a uniquely Amazonian way.
We found that fit and style were the two key consideration drivers for denim shoppers on Amazon, but also the two biggest pain points.
So to help customers understand exactly how G-STAR’s different jeans would look on the body, we created The Denim Walk. This endlessly looping video UI showed a male and female model strutting a stylised catwalk wearing four different cuts - with their outfits switching mid-stride.
We collaborated closely with the client and their brand agency to define the look and feel of the experience, ensuring it met their exacting brand standards. Then we shot the content on a specially designed set, blending a volumetric background with a walking rig to capture smooth content that made the visual transitions work seamlessly in post.
The experience lived on Amazon.de, allowing people to see more product information or even shop directly by clicking on their preferred style.
The response
My role
Leading on the creative and strategy, from defining the Amazon customer and category insight to setting the art style and interaction design direction.
Owning the client relationship alongside the Account team, including running in-person workshops and product development sprints with the G-STAR brand and retail teams.
Overseeing the creative team to develop the concept, storyboards, art direction and digital assets needed to activate the campaign.
Collaborating with G-STAR’s brand agency and a 3P production company to shoot the campaign content.
Results
Above-average dwell time and engagement compared to standard Amazon.com brand stores.
Increased brand affinity in post-campaign brand uplift study.
Improved sales of key product lines highlighted in the campaign.
