G-Star raw

Role: Creative Strategist & Copywriter

 © G-Star RAW

© G-Star RAW

G-Star raw elwood x25 campaign

Bold. Statement-making. No-fucks-given tone of voice for the 2017 G-Star RAW Elwood X25 campaign. This collection featured the classic G-Star Elwood jeans in 25 different prints. I was in charge of leading the copywriting team in embodying the young identity of this campaign and translate it throughout all channels: newsletters, eCom, social and press.  

We wanted to engage through storytelling and took the most captivating prints and told the stories behind them on Instagram Stories. 


As head of copywriting I was also in charge of all communication for press and PR Yes, I write press statements and coordinate press campaigns, too. Read the press statement for this campaign here