This Edgy Ad for G-Star Denim Subverts Traditional Tap Dance

The performance was created by a choreographer who has worked with Billie Eilish and Stormzy

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Tap dance may have an old-fashioned image, but Dutch denim brand G-Star has attempted to bring it into the 21st century by enlisting a choreographer known for working with Billie Eilish and Stormzy.

The ad features two professional tap dancers: World Tap Champion Kamira Samuel and leading Broadway performer Lee Howard. Both performers are dressed in clothes from G-Star’s latest Hardcore Denim collection and communicate entirely through dance.

The dance-off was choreographed by London-based Jack Evans, whose credits include Stormzy’s “Audacity” video and Billie Eilish’s “Bury a Friend,” as well as other film, TV and theater projects.

G-Star’s film is made up of three acts, beginning with the lead dancers performing separately but echoing each other in a balletic call and response, like a tap version of Morse code.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in