G-Star Elwood
To celebrate the return of the Elwood, G-Star teamed up with Hypebeast to launch the latest iteration of its iconic silhouette in key markets. The Dutch brand tapped the streetwear publisher to produce dynamic editorial and social content that showcases the product in everyday settings, while resonating with a young, culture-conscious audience.
What We Delivered
Editorial
09/23
Social Media
09/23
Display Media
09/23
Approach
We crafted a creative strategy featuring dancers Maxwell Vice and Pauline Casiño to showcase the Elwood jean through expressive movement. Shot in the streets of New York, the campaign felt authentic to both talents and rooted in community. The content was launched across the Hypebeast and Hypebae channels, engaging both male and female audiences.
Result
The campaign garnered millions of views and engagements from G-Star's core audience. Both Hypebeast and Hypebae communities responded enthusiastically, with all assets surpassing their performance benchmarks.
