Fashion brand Diesel tries to capture the effect that pandemic-induced separation has had on lovers in a campaign that broke this weekend over Valentine's Day.
The brand tapped documentary-maker Cheryl Dunn to capture intimate moments between eight real-life couples in the campaign, created via The Sunshine Company and produced by Alldayeveryday. In the hero film, we see the couples embrace and kiss, we hear some of their thoughts about the separation they've experienced and how it felt to reconnect again after time apart. Although the pandemic isn't specifically referenced, the campaign is clearly influenced by the events of 2020.
Additional short films will also highlight “first again” experiences, such as the first touch, the first conversation, and the first moment of closeness after separation—while further memories from each couple will be shared on Diesel's social media channels. The couples (including racially diverse and same-sex partners) were cast in New York according to their wide range of different backgrounds and experiences of absence.
“When Together” is the first campaign created under Diesel's new creative director, Belgian designer Glenn Martens, who joined the company last October. Diesel worked with The Sunshine Company on a project basis; Publicis Italy remains the lead global creative agency for the Italian-based brand.
"Diesel, for me has always stood as a radical player with its blunt honesty and its sense of fun," said Martens in a statement. "Its unique voice has made it an undeniable icon in culture. I want to celebrate Diesel’s founding values and restart by building bridges through a message of hope, optimism and inclusiveness. We really are working for a better future."