Diesel’s Spring/Summer Video Catalogue
There’s nothing dumb about stupid and Diesel fans know that now for sure. When they heard the first rumors about the possibility of being part of the cast of the SS’10 music catalogue video, they applied in mass. Diesel Facebook and Twitter pages have been on the brink of crash in the last two months: thousands of fans submitted their idea of Being Stupid using videos, images and drawings demonstrating (everybody of course in their own stupid way) how far they were willing to come to be part of the show!
And the challenge was really appealing: to be featured in the first ever online social fashion-tagged music video! Inspired by Luc Goddart’s “Bande a Part” movie, the video features the 100 lucky selected people doing the famous dance in a very Diesel stupid way. The video is directed by French-born director Arno Salters; thanks to a special stop-motion technique, the music lovers appearing in the video rapidly change, along with their clothes, all while appearing to continue to smoothly follow the choreography of the dance
Officially launched on www.diesel.com on March 26th, the video is fully interactive (of course!): you can pause it, rolling over individual items to get further product information, buy them online and also find information about the people featured; allowing anyone to link into their activities and interests on their social network personal pages. How cool is that?! Click here to play with the video online.