Summer in New York

Following on from our previous work with G-Star, we were commissioned to help with their latest commercial. The project, conceived by the talented team at The Family Amsterdam and helmed by Nina Aaldering at Cake Film, is an immersive film taking the viewer through the streets of New York City complete with whole-building-sized moving murals dressed to the nines in the latest G-Star Raw garms.

Our task was to find footage of cityscapes and street level scenes with empty wall spaces in which the post house could composite a variety of artwork and models. Despite seeming a relatively simple request, this project presented two challenges. Firstly the search in itself was very specific and challenging to find enough engaging high quality footage from which to create a whole commercial. Secondly every piece of content required our clearance team to consult on any potential third party rights issues. Namely any risks surrounding branded/owned wall space and any recognisable intellectual property which may have caused legal issues.

Despite the challenges we were able to source and license a wide variety of engaging clips and we’re proud of the final film.