With subtle sexuality in every frame, When Together's ad campaign traces the reunion after the separation of eight real-life couples.
Diesel's new ad campaign for the spring 2021 collections takes a look at the post-lockdown sexual surge. People forced to spend several months apart can now connect again, and the brand decided to focus on the sensual side of such stories and explore the impact of the pandemic on romantic relationships. It is no coincidence that the campaign was presented on Valentine's Day.
In a series of photographs and a documentary style video, eight couples of different ages, skin colors and orientations are reunited, throwing themselves into each other's arms and the viewer can see the intensity of passion and sensuality in every small detail. The viewer can feel how much each couple missed each other and remember their own lockdown experience.
The camera does not focus on the details of the clothes, but denim by Diesel naturally inscribed in the picture, viewers are also unobtrusively shown the details of new collections, such as a new reading of the recognizable cut of jeans, white and colored tops in the style of the 90s, large leather logo patches on jeans and the use of unusual bright colors, such as purple and pink.
The When Together campaign was a first for new Diesel creative director Glenn Martens. She continues the tradition of provocative and risky advertising ideas that the brand prefers to use. Filming was done by documentary filmmaker and photographer Cheryl Dunn.