— FASHION CAMPAIGN

Diesel Style Lounge

Development of an exciting entry point to the new launched online store for italian fashion brand DIESEL.

— CORE INFO

Date2007
ClientDIESEL S.P.A.
agencyNEUE DIGITALE

TASKS
ART DIRECTION /
LEAD DESIGN
CONCEPT DEVELOPMENT

— PROJECT DESCRIPTION

THE WATER SO DEEP, WHAT SECRETS DO YOU KEEP?

In this microsite, users embark on a journey into surreal, 3D underwater worlds. Ocean life and climbing plants serve as the backdrop to the current Diesel collection. Users are fascinated by the visual surroundings. And also have to fulfil a mission: discover treasures hidden in the depths of the sea. The background consists of fantastic illustrations. With lots of bizarre flora and fauna. Besides the unique brand experience, the Diesel Style Lounge is also easy to maintain. Like floating in a weightless atmosphere, form and function enter a powerful symbiosis.

Bizarre flora and fauna – This is where we set our stage for the models to reveal the actual collection.

The Diesel collection is set against an underwater scenario. A combination of vector illustrations, 3D objects, typography and fashion photography. With the website’s level of interaction, users embark on a fantastic trip into the deep sea. During the user’s aquanautic journey trough this bizarre world, he can encounter even more strange things like school of mouse arrows swiming like fishes or a fishermans gaff, letting your own mousearrow being captured for a little while.

The user enters the Liquid Space by a sub.

A world of bizzare flora with cocoons reveals

One click on a cocoon cracks the shell…

A sleeping beauty suddenly gets free and floats in the environment.

— BEHIND THE SCENES

CONSTRUCTING A LIQUID SPACE

Shooting and realization was quite a challenge, primarily in terms of time and budget. We asked a lot of production companies, each one answered with different approaches on how to achieve the liquid effect of being under water. The most amusing proposal was throwing the human models into a water basin based in London. Surely not a bad idea, but since the models could not hold their breath for that long time, we had to come out with another solution.

That’s why we approved another technical installation, using green screen, a big fan and a rig, which could lift the model in a heigh of approximately 3 meters. Funnily, one of the models was the part of a former travelling circus, so hanging under the ceiling was no big thing for her. Unfortunately one male model was skateboarding one day before and broke a rib, with the result, that he could take his plane straight back home.

‘Well, throwing the models into a deep pool of cold water would also have been a possible way...’

“If people aren’t telling you that your idea is crazy, then it is likely not a very big idea.”

— FRANCIS FORD COPPOLA

In a close scheduling and dialogue with the production company Filmstyler Frankfurt, we developed the treatment and a shooting list, including all the needed movie assets for later post production. An Adobe Flash and After Effects prototype with self shot footage gave as the doubtlessness, that everything would work out in the end.

Quite a challenge was the camera equipment: In 2007, not many cameras were capable of shooting in HD and Highspeed frame rate. We chose the WEISS Cam, a really huge and heavy Box, which could record up to 1000 frames per second. More we needed. The downside: Transferring the data from camera memory to the computer’s harddisk took time more than 25 minutes!

All eight models can be pulled out of their cocoons.

Time by time the swimming model gets very close to the screen.

The complete fashion range can be revealed in the outfit browser.

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