Work — Diesel eyewear

Promoting Diesel’s sunglasses range with a video of dogs in glasses

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At a

We produced a humorous video to promote Diesel’s new range of sunglasses, using canine models to represent each of the four distinctly characterful styles.

Project Details
Video content
Launch Date
May 2012

The Challenge

Our brief from Diesel was pretty simple: tell the world about their new range of sunglasses for S/S12 — four styles that were designed to ooze with character, with specific types of people in mind. 

Our Approach

In keeping with Diesel’s distinctive vibe, we were conscious that there needed to be a strong element of humour in the campaign — while maintaining the brand’s high quality, and highlighting its shift towards feminine values. We wanted to communicate the four kinds of characters that the sunglasses suit in a playful but elegant way.  

Using people seemed like it could be cheesy. Using canine models seemed like much more fun. Working with production company White Lodge, we put together a shoot with four top dogs who showed off the sunglasses’ character with aplomb, hanging out just as human models would on a high-concept fashion shoot. Except with a vet nearby to make sure everything was going smoothly.

And we shot it all on a Phantom camera at speeds of up to 2,000 frames per second for maximum doggyness.