G-STAR x Burna Boy video: here’s how that went down

G-STAR x Burna Boy video: here’s how that went down

by Juliette Eleuterio
Sponsored by G-STAR 3 min

Earlier this week, G-STAR announced its new global ambassador, the king of Afro-fusion Burna Boy, through an infectious video campaign accompanied by the sounds of his single “On Form.” Let’s take a look at what went down at the shoot.

In case you haven’t seen it, first of all, what have you been doing, and second of all, it’s giving energy, energy, and more energy. The video includes Burna Boy himself, dressed in the denim brand including a bespoke jacket made specifically for the occasion, as well as his dance crew performing the signature ‘stomp’ dance movement. 

The man behind this black & white video is none other than the legendary director Dave Meyers. Previously, Meyers has worked with world-renowned artists including Ariana Grande, Kendrick Lamar, Travis Scott, Ice Cube, Usher, and Harry Styles, to name a few, now adding G-STAR and Burna Boy to his extensive portfolio.

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The video sees a high-energy crew of dancers with a cameo of one guy on skates. The crew also hopped on top of a car for some jaw-dropping visuals. Honestly, watching this video just makes us wish we were there – and that we could dance like that.

It wasn’t just Dave Meyers putting his two cents into the campaign video though. We’ve got to give it up to the Choreographer, Jay Ravell, and the Creative Director, Joris Kuijpers, collaboratively creating captivating imagery, bouncing off of Burna Boy’s contagious energy. For Meyers, it was “crazy a** energy” he wanted to bring on screen, and that he did.

Ravell had the idea to fuse all different types of energy for this video. He said “From a style perspective, we wanted to tie in Burna’s flavour, the flavour of G-STAR and [its] rigidness, and also the cultural elements of London and the freedom of expression we’ve got going on. It’s got hints of Afro, it’s got hints of London — it allows for something that feels quite unique to this moment.”

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Of course, with the whole crew being decked out in G-STAR, the visuals were hard-hitting. The star of the video, Burna Boy, wore a zip-up, sleeveless denim jacket paired with baggy trousers, while his dancers donned an array of fitted and baggy jeans, paired with graphic tees, flannel shirts, and other sportswear pieces. If there’s one thing that’s going to highlight G-STAR’s dynamic offering, it’s Burna Boy dance video.

Make sure to check out the G-STAR x Burna Boy campaign if you haven’t already.

Main image credit: G-STAR x Burna Boy ©

More on Culted

See: Burna Boy is the new face of G-STAR

See: Why is fashion in love with logos again?

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