Diesel – 55 DSL

Discipline: Print / Advertising (BCD Burrin Clayton Dellaway)

Commissioned by JJMarshall Associates and Diesel, a catalogue and press ads were required for 55DSL – the niche ‘board-sports’ label. Using their sponsored athletes from the snow, surf and skate worlds as models, we leant on Diesel’s heritage of surreal image creation. The approach involved gravity-defying moments, but in the most domestic and banal of scenarios (Tony Hawk watching TV, Scott Fenton reading a book etc). Type was screen-printed on site by us and photographed by Mike Smith.