sunglasses

Diesel asked us to promote their new range of sunglasses, so we put them on some dogs and filmed them. We had our reasons though – there are 4 hero styles in the new range, each is designed for a different type of lifestyle, we thought it would be a bit cheesy to show these lifestyles with humans, so … dogs then. This project is part of our work to help shift Diesel’s brand to be more female orientated and a higher quality experience, so with this in mind the video was shot with all the production values of a high end fashion shoot, including a sweet Phantom camera shooting at speeds of up to 2,000 fps for maximum water droplet and fur flowing action.

 








 

So our stars didn’t have to stand around on set for too long (they told us the Doberman would savage us if we laughed at it, his sister is an attack dog), we used stunt dogs to set-up the lights, they were my favourite dogs.

 


 

The old “never work with kids or animals” thing seemed to be a bit of a myth, when working with human actors there’s a lot more explaining and directing and sobbing between takes – with dogs it’s all about the frankfurters.

 

A Facebook app to promote Diesel’s new sunglasses range. They have 4 hero styles in the range, all with very different styles and designed for different lifestyles – our app lets you preview how each of the sunglasses would style your summer by taking any photo you upload to Facebook, and making a styled copy of it in your own ‘Sunamatic’ photo album. We’re using lots of effects like adding a multiple exposure of an older photo, which are randomised each time, so like taking a roll of film into the chemist you never really know how they’re going to turn out. Check back in every now and then to see how your summer is being styled, and if you don’t like it, try on a different style of shades. You also use the app to manually style older photos or re-style and new ones.

 

sunamatic.diesel.com

 

 

 

 

A microsite to showcase Diesel’s new spring/summer 2012 collection of eyewear (or”sunglasses”). To fit with Diesel’s new more feminine high quality brand values we gave the site a very elegant and contemporary feel while still keep it as minimal and easy to browse as possible.  All the glasses for each gender as visible on one page, in all colour variations, to allow you to browse them all as if they were laid out in a store in front of you.

diesel.com/eyewear