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While the web pursues #flawless Diesel celebrates imperfection in new campaign GO WITH THE FLAW directed by François Rousselet
Diesel has always stood to challenge conformity. Today conformity is the chase of perfection, look at your social channels: perfect holiday, perfect pictures, perfect life, fitting in with the status quo. It’s going with the flow.
It’s time to GO WITH THE FLAW.
That’s right, we said FLAW. Not flow. Be unordinary because #flawless is forgettable. Roll with what you’ve got, even though it’s not ideal. Embrace what you can’t control. Find a little bravery to wear your flaws with pride, take a front seat and enjoy the ride.
It’s time to go with mistakes, go with remakes, go without knowing if you have what it takes. GO WITH being reckless, megalomania, compulsive shopping, being lazy, forgetfulness, being nosy. Even your sunburns.
“I was fifteen years old when I made my first pair of jeans by hand. Of course they weren’t perfect. But that made them special – and unique, like everything we have done across our history so far”, says Diesel founder Renzo Rosso. “I have always been more interested in imperfection because it stands out from the crowd.”
A film by François Rousselet, the French director who has created videos for Snoop Dogg, Madonna and The Rolling Stones, is the centre of the GO WITH THE FLAW campaign. During the mini-movie Edith Piaf provocatively sings ‘Non, je ne regrette rien’ as the cast embrace the uncomfortable of their everyday lives – and rise above, laughing.
Always late? You’ll make a big entrance. Secret snorer? Your lover has a soundtrack. Bad dancer? You’ll be a YouTube sensation. Lazy? You won’t waste energy. Style your shortcomings into something extra – because success lives outside of conformity. Perfection is overrated.
“Being unique is much more beautiful than being perfect,” explains Diesel Artistic Director Nicola Formichetti, whose casting approach finds incredible looking people with interesting features, affirming the message of self-love. “Change the way you look at things so even the bad becomes positive, overcoming obstacles and fears. You’ll have the best life possible.”
The 2017 Fall Winter campaign will be officially launched with an event in Beijing, on Wednesday September 6th
At this occasion Diesel partners with Chris Lee, Chinese music industry idol , unveiling a limited edition capsule collection that advocates a candid approach towards one’s ego and celebrating imperfection. (in-store starting from September 23rd)
Campaign imagery for billboard and print is photographed by Tom Sloan, whilst the concept is in collaboration with creative agency Publicis.
About Diesel
Diesel is an innovative international lifestyle brand, producing a wide-ranging collection of jeans, clothing and accessories. Since its creation in 1978, Diesel has evolved from being a leading pioneer in denim into premium casual wear, becoming a true alternative to the established luxury market. Despite its growth, Diesel’s philosophy has remained the same: a brand standing for passion, individuality and self-expression.
CREDITS:
Client: Diesel
Chief Marketing Officer: Dario Gargiulo
Creative Director: Nicola Formichetti
Global Head of Advertising, Media & Product Marketing: Giada Gheno
Head of ADV and E-comm Production: Deborah Salbego
Agency: Publicis Italia
Global Chief Creative Director Publicis WW e Ceo Publicis Italia: Bruno Bertelli
Executive Creative Director: Cristiana Boccassini
Global Digital Creative Directors: Milos Obradovic, Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Art Directors: Simone Di Laus, Cecilia Moro
Copywriters: Beatrice Mari, Fabio Caputi
Head of Planning: Bela Zieman
Senior Creative Planner: Noa Dekel
Account Team: Giada Salerno, Maria Elena Gaglianese
Agency Producers: Cecilia Barberis, Matilde Bonanni
Art Buyer: Barbara Centazzo
Production Company: Division Paris
Director: Francois Rousselet
DOP: Simon Chaudoir
Editor: Nicolas Larrouquere
Producer: Jules De Chateleux
Post production: MPC London
VFX Supervisor: Timo Huber
VFX Producer: Lydia Evitt
Grade: MPC
Colourist: Richard Fearon
Music Design and Editing: GRAND CENTRAL
Photographer: Tom Sloan @Lalaland Artists
Post Production: Studio Invisible
Stylist: DAVEY SUTTON
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