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Client: Diesel Denim
Creative Agency: Diesel Interactive Marketing Team, Wysiwyg

Our job was to create an attractive experience for those who visit Diesel.com, based on a graphic campaign concept that the brand uses to present its new Fall/Winter collection. This campaign showcases each denim model with a personal ad, similar to the ones you see at the back of newspapers and magazines.

A "classic" approach would be to present the campaign along with a more or less interactive catalogue of the product. However, on the site all the display functions and the enjoyment of the product connect 100 percent with the concept of the campaign. Even the browser for the denim models is integrated with the original concept: "Are you looking for an ideal date/pair of jeans? Help us find them for you by answering this simple questionnaire." Questions will deal with the personal traits you're looking for or the types of jeans you like … Sexy, shy, low waist…et cetera.

The product site is visually rich, complete and impeccable in terms of the level of technology. However, we believe that its strong point, and what is creating all the buzz, is the use of Web 2.0 applications (only for those who are 18 or older). The page transforms into a real personals section. If the user is looking for a date, then he/she can send a photo and profile to the site gallery and, who knows, someone looking for a partner may contact them.
-- Aurora Rodríguez, director of communications, Wysiwyg

I really enjoyed the concept of the Diesel dating idea. The Diesel folks really hung it all out there, riding the Web 2.0 ideas and making a sale into social networking. It never hurts to put pretty people on a site and mix in some quasi dating, including video, some sassy content and an option to email the beautiful people you're looking at.

The problems come in the execution. Although the design was really nice, there were definitely some usability issues. I had occasional problems getting to some of the "ads" because other pieces that went to other parts of the site were covering them, and when I tried to make it slide this way or that, it seemed to get stuck. Once I got into the details of an ad there were plenty of options to view other colors of the jeans, to see a nice 360 degree view, and even watch a little video of the person talking to me, all in a manner that somewhat resembled a internet dating site.

(click to view)Two options that didn't seem to work in any fashion were the Match Maker option, which allowed me to choose personalities (they were actually styles of jeans). It was supposed to show if the style I liked matched with one of the ads and the "add me to your wish list," which just didn't do anything.

Overall, I really liked the creative aspect and the relevance to the current social networking trend, and if you just wanted to look at pretty people, it worked fine. The problems came if you wanted to utilize any of the viral and dating functions, which just became frustrating as screens hung or just didn't respond at all.

I give it an "A" for concept and graphic design, but a "C-" for overall quality control and execution.
-- Keith D. Pape, senior partner, FrontGate Creative

Diesel's advertising has been some of the freshest on the market for the past decade. Way back it was their in-store catalogues as the medium of choice. Now, naturally, it's the web.

I like this site for its Fall/Winter collection a lot. It has all the foundational requirements for a great site, such as superb design, photography, words and motion. But that's just the point of departure.

In what has become a Diesel trademark as identifiable as its red square logo, they deliver product details in their sites and brochures more creatively than most companies can deliver TV campaigns. In this case, each jean model shares a name with a corresponding human model. And the thin line between the attributes for each is where the fun starts.

They've also taken the leap of actually letting their fashion models speak. Most companies would never consider it, but the agency did a great job in recognizing what to have them say, and more importantly, what not to say.

The product presentation is right on. Lots of angles, 360s and links to similar products, in case the one you're viewing doesn't quite do it. Perhaps a little more information about the fit would help the online-only shopper, but overall the product info is thorough.

At this point, they've done everything to sell the product well. So next they move into the social networking/dating space. The fashion scene is about presenting an idealized self, so the dating profiles section is a seamless extension of the site. They understand the social community around their brand and are playing along with it, making eHarmony look like a Quaker meeting in the process.

(click to view)One last note. Like everyone else, Diesel features link to its ads. However, the ads on this site are online ads. If you work in interactive, you have to appreciate that nod to the online space.

Diesel has great self-awareness of its brand's pull, and this site is one more example of how the company is able to deliver on that, in any medium.
-- Doug Schumacher, president/creative director, Basement, Inc.