This is the latest thing we’ve released for Diesel as part of the BE STUPID philosophy. Diesel asked us to create an online catalogue for their SS/10 collection. A creative called Matt Jerret had a great idea on how to turn this rather uninspiring task into something rich, engaging and interactive that would not only engage the target audience, but feature and promote it alongside the clothes. The idea was to create an interactive music video for the unsigned artist Josep and his song A Hundred Lovers. Every piece of clothing in the video would be tagged and linked to the online store as well as every person in the video, who we recruited online. If you click on the people you get a bit of information about them, links to the social networks on which they promote themselves and their creativity, and it’s all bound together with a rather clever stop/pause function enabled by hovering over the video.
The production of this idea was vital, I can see so many things going wrong from beginning to and and tagging every single frame of the video was a big task. But Jon Shanks, our super producer has done an absolutely amazing job together with the production company that we partnered with, Stink Digital. Never seen anything like it and they’ve literally turned a dream into reality.
And oh, we signed Josep and released his track from our new record label Anomaly Music Group. Buy it here.