Diesel USA was on a mission to push the envelope with digital during the September 2013 Fashion week in New York City with their #JoggJeans campaign. The campaign was the brainchild of the legendary Creative Director, Nicola Formichetti, whose style is globally recognized. The creative, reminiscent to the early days of Diesel, speaks to the originality and distinct DNA of the brand.
Visual Marketing Partners was asked to collaborate with the Diesel creative teams. Our challenge was to create a visual theater that would stop traffic. There was no room for design mistakes or short-sighted creative direction. In three short weeks, the VMP Digital team leveraged relationships to secure the inventory of screens and hardware from Samsung to create this 18ft staggered wall. The challenge was daunting as the screens and hardware were out of stock and on a moving timeline for delivery.
The team fell in love with the vision and happily spent many sleepless nights translating the :60 second approved video creative into a whole new video. The first challenge was to design a strategy to create a visual tempo to replace the music score, given the lack of sound in the window area. The second required strategic and creative programming to optimize the three different screen sizes and rotations. Finally, but most challenging, the team understood the expectations of the Diesel creative team, which inspired the team to push the envelope through the use of motion graphics and visual effects.
The outcome of the combined efforts has brands and retail store visual teams buzzing as this 5th Avenue Diesel store window is the first of the Diesel global stores to approach a digital window in this fashion.
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