West Side Story meets Star Trek in Diesel musical push

LONDON - Fashion label Diesel has drawn on influences as diverse as 'West Side Story' and 'Star Trek' to push its spring/summer 2005 collection, with a musical called 'The Future' at the centre of the advertising campaign.

The work will appear in print and online, and is created by Dutch agency KesselsKramer. It is based on the premise that Diesel has created a spectacular musical called 'The Future', which it describes as "a musical to believe in".

'The Future' is inspired from the new Diesel collection, which has the theme of "Suburbs of Utopia". It features modern and vintage styles, inspired by 'Star Trek', 'Barbarella' and is meant for "the festival survivors of the future Woodstock".

The campaign was shot by British photographer Elaine Constantine, using real dancers and movements staged by choreographer Michael Rooney. Ads were art directed by Nils-Petter Lovgren and writer TYler Whisnand. It was shot in Buenos Aries, Argentina.

It was overseen by KesselsKramer creative directors Dave Bell and Erik Kessels. It will be backed by a global banner campaign and material on the Diesel website, created by EHS Brann and Airlock.

The site will include a soundtrack, created by Golden Tax Project, featuring a single called 'Move' that will be released to the public.

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