The art of exploding denim

G-Star and Rankin had a clear vision in place from the start and they provided a very detailed brief including a storyboard. Rankin is an outstanding photographer and we were very respectful of that. He knew what he wanted - our job was to translate his vision into something real. While some projects require lots of creative input, others are more focused on the technical side. Here, our job was to find technical solutions.

We examined the brief in detail and did a full analysis of how to tackle it. We approached concept work and had a couple of meetings with Rankin - I believe there was an instant connection and he could see we'd done our homework. Our aim was to do as much as possible in-camera. From that point onwards, our work would lie in enhancing the photography.

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