G-Star's AI-built film sends DJ Charlotte de Witte up the Arc de Triomphe

The latest G-Star campaign needed its star moment, and creative agency Longstoryshort pushed how far AI could carry a fashion film.

Build the campaign film almost entirely with AI from just two photos of de Witte — she 'climbs' the Arc de Triomphe without a camera crew ever going to Paris

Joris Kuijpers of Longstoryshort told Adfo Inside the film was generated almost entirely by AI from two photographs of Charlotte de Witte; no film crew was involved. He argues AI keeps dissolving the line between conceiving and making advertising.

No performance figures given; the making-of itself became industry talking points on Dutch ad platform Adformatie and the Adfo Inside podcast.

In G-Star's newest campaign film, techno DJ Charlotte de Witte scales the Arc de Triomphe in Paris. In reality no film crew was involved: almost the entire film was made with AI from just two photographs of the DJ, Joris Kuijpers of creative agency Longstoryshort revealed on the Dutch ad industry podcast Adfo Inside.

Kuijpers walked through how the campaign came together — why G-Star chose de Witte, how the idea of her climbing the monument arose, and what AI means for the creative process. His account: the boundary between thinking up advertising and making it is blurring ever further.

Adformatie reported the making-of on 9 October 2026. No campaign results were disclosed in the piece; the same episode also looked back at Longstoryshort's Audify Award for a radio commercial for menswear brand Wahts.

A DJ climbing the Arc de Triomphe is not a shootable stunt, so the agency generated the film from two photographs instead of staging it.

The agency treats AI as a production partner in service of the idea — its own account is that the boundary between conceiving and making advertising is dissolving.

When two photos are enough to stage a monument-scale stunt, the constraint moves from production budget to imagination — the impossible shot is now a prompt away.

The film runs in G-Star's newest campaign as of October 2026. Adformatie's report and the Adfo Inside episode document the making-of; no campaign name or performance data was disclosed.