Fashion brand Diesel’s Spring Summer collection for 2005 was inspired by the 1950s and 60s Utopian view of the future, mixed with flavors of the colorful and optimistic hippie movement of the times.
To champion the positive spirit of the 50s & 60s in less merry times, we wanted our core message to be as positive about the future as possible. And what could be more Utopian than if the future turned out to be the happiest thing of all: a musical.
With print and outdoor at its core, four different album covers as the collection’s catalogs, an online sing-along lookbook, and specially written music and film for retail as support. This campaign took on the world with a clear & positive point of view.