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Glassworks Creates 'RAW for the Oceans'

11/02/2014
Post Production
London, UK
64
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Latest collaboration with G-Star RAW and first with Pharrell Williams


What happens if you bring together one of the world’s most innovative clothing brands, this year’s hottest musical property and some seriously charming animation, all in the name of a good cause?

Glassworks are very proud to announce RAW for the Oceans, their latest collaboration with G-Star RAW and their first with Mr Pharrell Williams.

At the New York Fashion Week launch of their environmentally conscious denim line, made out of ocean plastic, Pharrell said, “working with G-Star was an obvious choice, because they have a legacy of pushing the boundaries of fashion and denim forward”.

Indeed, it was one of the most intriguing briefs that G-Star had ever sent us. After the success of last year’s Art of RAW film, with its high-end photo-real CGI, this project was stunning in its simplicity. The key here, according to producer Armand Weeresinghe, was to “deliver the concept in its simplest form, complimenting the beautiful illustrations provided by Christian Borstlap”.

We have worked with Christian – who works as Part of a Bigger Plan – many times in the past and know his workflow and style well. “By using traditional hand-drawn, cell animation techniques, we were able to give ‘Otto’ Octopi his graceful motion and characterisation, whilst evoking the charm that traditional animation provides”.

The project also had a speedy turnaround: “Within a day, we gathered the best cell-animation artists and delivered the project in a 13-day turnaround, with a final sprinkling of fairy dust from Urs, our new Flame star… and, of course, Mr Pharrell Williams himself!”

The project is an amazing way to de-pollute and save our oceans and Glassworks is proud to be part of that.

You can watch the film here.

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