We produced a humorous video to promote Diesel’s new range of sunglasses, using canine models to represent each of the four distinctly characterful styles.
Our brief from Diesel was pretty simple: tell the world about their new range of sunglasses for S/S12 — four styles that were designed to ooze with character, with specific types of people in mind.
In keeping with Diesel’s distinctive vibe, we were conscious that there needed to be a strong element of humour in the campaign — while maintaining the brand’s high quality, and highlighting its shift towards feminine values. We wanted to communicate the four kinds of characters that the sunglasses suit in a playful but elegant way.
Using people seemed like it could be cheesy. Using canine models seemed like much more fun. Working with production company White Lodge, we put together a shoot with four top dogs who showed off the sunglasses’ character with aplomb, hanging out just as human models would on a high-concept fashion shoot. Except with a vet nearby to make sure everything was going smoothly.
And we shot it all on a Phantom camera at speeds of up to 2,000 frames per second for maximum doggyness.