Diesel’s spring/summer 2016
campaign comments on our digital culture, its #slogans and the joyful
absurdities of our online/offline behaviour.
“Our worlds, online and offline, are completely
merged,” says artistic director Nicola Formichetti. “Digital is now more
real than reality. Emojis have become the new Esperanto, a universal language
which is understood by millions.”
“We worked with director/photography duo Santiago
& Mauricio to shoot fun, instant video clips before the traditional
advertising images. It was really important to speak today’s language as phones
and computers are the tools we connect with.”
Inspired by the humorous way emojis describe
real-life scenarios, Diesel commissioned its own emoji alphabet, used
throughout.
The casting continues the Diesel DNA of bringing
together different cultures, personalities and individuals that Formichetti
finds online. Freedom is our flavour and you should be who you want.
Video clips show Sang cyber
flirting, Kiko sending a hyperreal selfie, Sara online shopping and Aki von
Glasow left-swiping all his favourites. Social media birthed the idea ‘that
moment when’ and you’ll see models fall in love with themselves, make emoji
faces and tell us their #currentmood.
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