Serial Cut Brings You Into the Diesel Lifestyle
Every apparel company has the same goal: they want to get you into their clothes. Everything they do, every ad, every in-store event, every image they share on social media is done with the goal of getting you into their clothes. But you have to be able to imagine wearing them. Mostly they’ve used models who are the most beautiful version of what you want to be and dress them in those clothes to attach your reverence to the apparel and seek them out. But now Diesel is going in another direction and they’ve asked Serial Cut to help them accomplish their goal.
In a series of new images, created in a blend of CGI and true-life references, Serial Cut has created an environment that shows off Diesel’s newest collection of denim. But Serial Cut took out the aspiration of typical model-centric photography and shows off the denim alone. They’ve constructed the compositions in such a way that all we see is the clothes. And when all we see are the clothes we can see ourselves in them better, without whatever social tides come with regarding at perfect models when we, ourselves, are imperfect. As a result the images become an invitation instead of a demand, and isn’t that what all consumers want anyway?