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Diesel Captures the Spirit of Club Culture for Track Denim Range

Creative 100 Add to collection

The Sunshine Company enlists photographer Ewen Spencer to help create evocative and authentic club-themed campaign

Diesel Captures the Spirit of Club Culture for Track Denim Range

Iconic denim brand, Diesel, tasked its brand and entertainment partner, The Sunshine Company, to devise a fresh creative campaign to mark the launch of its Track Denim collection.

Embracing the ‘worn from the street to the club’ attitude of comfort embodied by the unisex collection - which features jersey hoodies and trackpants, through to bodysuits and tank dresses in iconic denim washes - the campaign places Diesel firmly back on the dance floor, evoking the uncensored and liberated togetherness of a club night in all its sweaty glory.

Centering around a suite of Sunshine created films and stills captured by iconic subcultures photographer Ewen Spencer, the campaign authentically embodies Diesel’s ‘worn and torn’ aesthetic. The films will run across the brand’s social and digital channels, with additional support from press.

A precursor to further activity later in the year, the campaign confidently reasserts the brand’s deep-rooted heritage in music, in an unapologetic celebration of club culture.

The Sunshine Company’s chief creative officer, Ed Warren, said, “The attitude, comfort and versatility of Diesel’s Track Denim collection gave us a perfect opportunity to put the brand back on the dance floor, reasserting Diesel’s club culture heritage and re-establishing the brand’s roots in a way that connects with new audiences. Ewen Spencer was the perfect partner to capture the energy of these moments, in an authentic way that’s tonally fitting for the brand.”

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Brand

Brand: Diesel

Creative Director: Glenn Martens,

Chief Marketing Officer: Ennio Perrone,

Brand Manager: Silvia Cioppi

Alice Antoniolli: Head of Global Content & Go to Market

Liam Evans: Marketing creative coordinator

Brand Consultancy

Brand Consultancy: Sunshine

Chief Creative Officer: Ed Warren,

Associate Creative Director: Ursula Underhill

Art Director: Sabrina Scott

Strategy Director: Jason Edwards

CEO: Jenna Barnet

Business Director: Ben James

Junior Account Director: Rosie Beard

Agency Producer: Sasha Mantel

Agency Producer: Hestor Manning-Marsh

Stills and Production

Photographer: Ewen Spencer

Stills Assistant: Okus Milsom

Digital tech: Neil Bennett

Production Company: My Accomplice @myaccompliceldn

Executive producer: Jamie Clark

Director: Ewen Spencer

Senior Producer: Lou Gallagher

Production Manager: Ben Szoradi

Unit Manager: Steve Metewere

Production Assistant: Ben Plummer

Production Assistant: Clayton Phoenix

Director of Photography: Adric Watson

1st AC: Ben Langworthy

2nd AC: Rachel Stirrup

Editor: Lainy Black

Sound: Shane Connolly

Grade: No8

Retouch: Jonathan Broadbent

Casting: Emma Matell

Stylist: Ai Kamoshita

Stylist Assistant: Hannah Hetherington

Stylist Assistant: Lulu Bullock

Chief Make-up: Lou Mccann

Make-up artist: Ruth Mannion Palmer

Make-up artist: Kim Lumsdon

Make-up artist: Georgina Wadsworth

Set Design: Claire Molloy

Set Assistant: James Mcintosh

Set Assistant: Jon Daynes

Genres: Fashion & Beauty, People

Categories: Clothing and Fashion, Denim

Diesel, Thu, 23 Jun 2022 09:08:39 GMT