D&AD DIESEL
THE BRIEF
Create an illustrated intrepretation of two musical tracks that are experienced by the viewer in an unconventional and pioneering way.
THE SOLUTION
The Shakes’ music is a raw expression of care-free life. This was reflected in the approach to creating the illustrations and the subsequent experience of the end user/fans. The style and lyrics of the the two songs are humorous with high energy, this was also taken into consideration for what kind of experience the fans of the band would want.
Illustrations were formed in a crude and unrefined manner, but were highly expressive of the songs. The interpretations of the two tracks were different but also tried to keep an aesthetic style of the band’s music. With the sponsoring client in mind, an experience from the two tracks was conceived, using underwear as the format for the illustrations. This overall ‘look and feel’ would therefore reflect the ethos of the band and the fashion brand, Diesel.
‘Get It On!’ is the experience. The idea behind it being that the audience would have to wear an illustrated garment as the entry ticket for the gig/concert. Underwear was chosen as the appropriate garment for the band The Shakes, but other garments could be made for different types of bands/artists. This would also work well with Diesel being the sponsor. Through social media, the fans are invited to get involved with the experience and would be rewarded with exclusive band-related material, and in so doing promoting both the band and Diesel.
Work won a Yellow Pencil in the D&AD Student Awards 2011
