Best Fashion Or Beauty Rich Media Online Ad

OBJECTIVE:
Engage readers with Diesel’s range of denim styles and raise awareness of their accessory line.

STRATEGY:
Spotlight a look for every attitude. This concept was perfect for a homepage takeover and a filmstrip ad. It also spoke to range and went beyond just denim, incorporating jackets, shoes and bracelets to show Diesel’s expansive portfolio. For the campaign, the Conde Nast Marketing Solutions team produced a custom photo and video shoot capturing self-styled looks by five bloggers who had individual looks and attitudes. The video was leveraged for an attention-grabbing homepage takeover on Style.com that displayed a dangling key, which a model walked over the editorial to grab and then used to enter the 300x600 filmstrip in the right rail. Once she entered, readers browsed the photography assets from the blogger shoot and selected hotspots for product details with shop now exits.

Contributors:

Creative Director:	Alejandro Santandrea
Art Director:	Alison DeBenedictis
Copywriter:	Katie Sherman
Copy Editor:	Cristina Cala
Photographer:	Josh Victor Rothstein
Project Manager:	Meghna Mathur
Animator:	Matthew Homeijer
Director:	Josh Victor Rothstein
Production Company:	Mob Scene Productions
Visual Effects:	Rojay Jesus Rosin

THE STUDIO AT CONDE NAST

Location: USA