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A Bodega Is Filled with DIESEL-Made Goods in Fall/Winter 2021 Campaign

Spot directed by Johnny Dufort tackles the nature of mass consumer culture

A Bodega Is Filled with DIESEL-Made Goods in Fall/Winter 2021 Campaign

In a world that is physically over-saturated with choices, DIESEL presents a visual store in which the only viable options for the viewer’s day-to-day essentials are DIESEL-made. As a result, the imagery in this campaign provokes, subverts and teases a conversation about the nature of mass consumer culture. The hyper-iconography amplifies the playful, pop impact.

These customers are surrounded by colourful sundries, mock price tag promotions and an overarching vignette of familiar, universal consumerism. While the aisles overflow with pedestrian products such as laundry detergent, canned soup and sliced bread, there’s an ironic twist: everything in this bodega is DIESEL branded.

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Diesel Creative Director: Glenn Martens

Art Director: Christopher Simmonds

Photographer and Director: Johnny Dufort

Stylist: Ursina Gysi

Category: Clothing and Fashion , Day Wear