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Diesel Heaven

Monday 30 Oct 2006

London-based Hi-Res worked with Diesel’s online ad agency Airlock to create an interactive rock ’n’ roll alternative to heaven on the Web.

border=0 /><BR></div> </p> <p> For a concept that its designers admit was created in a single night, Diesel Heaven takes some beating. It delivers astounding full-screen animation and video, angelic imagery that pushes the Diesel brand skywards, and a clever online campaign revolving around fallen angel wings. </p> <p> “We created the concept for the site pretty much in one night,” says Florian Schmitt, artistic and founding director of Hi-Res London. </p> <p> It clicked when we thought: ‘If Diesel have been creating guides to successful living for years, how will it pay off when you get to heaven?’ Thus Diesel’s first guide to successful afterliving was born. </p> <p> “It was a simple, yet strong concept with lots of possibilities, so we just ran with it. Casting and scripting was next, getting a crew for the shoot together, while at the same time creating the backgrounds for the site.” </p> <p> The Hi-Res team had won the brief following previous work on Diesel’s Stylelab brand as far back as 2002, with other Diesel work including SS06 in 2005, and the creation of the Diesel Jewellery site in March 2006 to its credit. </p> <p> For this project, Hi-Res worked with Airlock to develop a broad campaign that refreshes over several months with new content. </p> <p> Take these fallen wings “Diesel asked both of us to come up with concepts that could evolve,” says Schmitt. </p> <p> <div class=inlineimage><img src=@digital_arts on Twitter.


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border=0 /><BR></div> </p> <p> Airlock gives Diesel wings </p> <p> Airlock has been Diesel’s globally retained online advertising agency since 2003. Along with banner ads , the team also created a viralmarketing campaign (see below). </p> <p> Here creative director Charlie Martin explains how: “The brief was to develop an online campaign to support the above-the-line work that was based around the concept of a Diesel Heaven. </p> <p> The initial challenges were to stay focused on the fun of the campaign and not to get sucked into the narrative of ‘before heaven’. Death was definitely not on the menu. </p> <p> <div class=inlineimage><img src=

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