Terry Richardson shot an inspirational Diesel campaign
It's cool that we have the “What are you doing” rubric (although sometimes you want to rename it “Stop for the sake of all that is holy”): the news about the new campaign of the Diesel brand, which was released on the occasion of the 30th anniversary of the brand in Japan, is perfect for it.
The creators of the brand decided to revive the famous campaign "For Successful Living", which Renzo Rossi invented in the 90s. Then Diesel released tips for all occasions, which showed that clever to be bored, and a jerk - fun: jerks hang out like the last time, are not afraid of the new and explore the world. Each statement was accompanied by a provocative photograph (for example, the phrase "The smart have brains, and the stupid have eggs" was accompanied by a picture of a girl showing the chest to a street surveillance camera).
For the new campaign, Diesel came up with 49 new tips, and they were invited to illustrate by the photographer Terry Richardson, who built his entire career on sexual provocation (and sexual scandals, because of which many fashion brands and models refused to work with him). Along with his pictures, the seemingly harmless tips like “Dream big” acquired scabrous meaning: for example, in the picture with the phrase “Don't lose yours,” the guy clings to his groin (the slogan “Try everything from the inside” is also illustrated by a guy with his hand in his underpants ). Apparently, a naked man can symbolize anything, for example, courage - so on the poster "Be brave" the guy takes off his pants. But the worst shot in the campaign is clearly the one where the call to “open your mind” is accompanied by a photo of a girl leaning forward and her legs spread wide.
It’s sad that in this campaign everything could be nice if Richardson’s approach to the predictable sexist and objectifying women’s and men’s bodies are models that don’t meet the glossy standards of beauty, a model with a prosthetic leg, and the gay community but all the sprouts of good are lost in the abundance of base and offensive humor.