UK fashion director/photographer Jordan Hemingway launches the new Anatomic Denim global campaign for G-STAR thru Amsterdam agency Longstoryshort® with London studios Purple Martin and Microdot handling the VFX.

Jordan Hemingway: “From the very first call, I knew this one would be special. G-STAR is a brand with real heritage but what makes them exciting is their appetite for reinvention and boundary-pushing.
 

“What remains is the human body in motion, clad in denim engineered to move with it.”

 
“This project was exhilarating in every sense, full of creative and technical challenges that demanded invention. Working closely with their team to solve them wasn’t just rewarding — it was a joy.

“The imagery features athletes from gymnastics, pole dancing, cycling, and calisthenics, but with all their usual apparatus removed. No rings, no pole, no bike. What remains is the human body in motion, clad in denim engineered to move with it.”

Take a peek behind the scenes on the shoot:
 
 

 
 

 
Client: G-Star

Agency: longstoryshort®

Production: Lafour
Director: Jordan Hemingway
EP: Chiara LaFour
DOP: Nicolai Niermann
Producer: Olwyn Fagan
Editor: Fleming Mason

VFX: Purple Martin Studio, Microdot
Post producer: Jonathan Davies, Ollie Baron

Color: Electric Colour
Colorist: Conor Coolbear

Music/Sound design: DJ Speedsick

Pole Dancer: Lucia Perdroso
Rings: Korben Fellows
Calisthenics: Ibz Sadiq
Cyclist: Bo Mayer