G-Star's bum note

Snoop Dogg isn't backwards about coming forward with his favourite thing about G-Star Raw jeans, and, in this humourous collaboration with the brand, the hip-hop hero's bottom obsession is taken to a new level.

Packed with cheeky (in more ways than one) gags, Say It Witcha Booty is a single-minded homage to the posterior, brought to the screen by top Dutch director Ismael and American helmer Teddy Cherim, both from production company Pink Rabbit.

Taking Snoop's upcoming titular track and making it more family-friendly with a few inserted "G-Star" lyrics, the shoot involved Ismael and Cherim remotely directing much of the Doggfather's action with him in LA, leading the star to joke "why he had to perform in front a green screen and wasn’t invited to the live shoot in Barcelona.".

"You don’t get many chances like this in the commercial world," comments Ismael, "especially for younger directors like Teddy. It’s difficult to get your hands on advertising scripts like these. The other way around, he helps me to steer away from my comfort zone.

"That’s what I loved most about this production: to work at the highest level with Teddy and others, who complimented, pushed and inspired each other creatively."