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Fractured lens
New York – Creative agency Field has shown how the distinctions between digital and physical reality are blurring in Diesel’s spring/summer 2016 in-store campaign.
- Six videos with the theme of New Natures were filmed in North Wales and Gran Canaria using moving images, and timelapse and 360-degree photography
- Field’s post-production editing of the footage was designed to reflect our obsession with the digital world
The films, which will be featured in an installation in Diesel’s New York flagship store, mimic the digital mechanisms that have become part of our culture – through minimal visual interventions on lush tropical scenery.
The campaign, a collaboration with director of photography James Medcraft, explores how natural beauty is no longer good enough without a filter. It also examines the way we struggle to disconnect from the digital world even in the most captivating surroundings and how, through platforms such as Google Maps, we can travel the world and explore areas from the comfort of our sofas.
The Big Picture
We no longer think about digital and physical as two separate spheres. Brands are using phygital experiences and creating engaging content that does more than just promote sales.
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