G-Star Raw -
Destroy to Construct



- Art direction
- Digital creative concept
- UX & UI Design


- Digital experience
- Digital Identity

Break everything apart to create the new using engaging technology. A digital visual experience that pushes the boundaries of typography, imagery and sound.

 AW 2013

Design meets technology

The original theme of destroy and construct and the TVC formed the basis of the digital concept that I created together with Patricia Varella as part of the internal agency. 

By merging the latest tech with a clean design, a visual language was added that explains the fit and feel of the products in an enticing and interactive way.


Destroy to construct typography

The highlight of this campaign site included a massive, 3D widescreen landscape, all executed in canvas. Click and drag your way through the landscape to break apart and reconstruct the typography to discover each scene. 

The lookbook features a utilitarian design that allows users to uncover various looks with a simple swipe.



Creative Director - Peter Hamelinck
Art Director - Vincent Venema, Patricia Varella
Copywriter - Paul Carroll
Producer - Teymoor Ghashghai
Studio - Cartelle

Say hello and craft ideas together

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