Friday, 28 October 2011

Diesel’s glory days

In 2011 Diesel is supposedly an island that is, quote ‘The least fucked country in the world’, but back in 2003 their mantra was ‘we WORK HARD’. And work hard they did. They worked hard to produce a brilliant calendar that mocked the mundane tasks that fill up our every day, and then placed another level of ‘mock’ upon them because, of course, no-one looks as amazing as models doing mundane tasks.

Shot in black and white, the Diesel promo seems anything but, thus making it the perfect selling tool. Some words of advice for the brand; forget about Diesel Island (the tribe has spoken) and make another calendar. 

Photography by Finlay MacKay

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