DIESEL. Go with the flaw An audio-reactive guerilla brand experience which lit up the Berlin Leuchtet festival

To address a younger, more eccentric clientele for the Diesel campaign “Go with the Flaw” I was invited to convert the campaign trailers into an interactive and new format. The system was designed as a spherical projection for the large domes of the former NSA wiretap station “Teufelsberg” and was projected in a guerilla event onto central areas of the city during the Berlin Leuchtet Festival.

Client

DIESEL Germany

My roles

Art direction Concept & Strategy Design Programming

Formats

Large-scale projection Guerilla projection Web-experience

Audio-reactive campaign visuals

The interactive projection system was developed under the premise of reacting to the ambient noise and conversations of the visitors during a DIESEL-initiated party with press, influencers and designers. The resulting audio-reactive animations reacted immediately to the environment and produced results that were never the same. In line with the campaign title “Go with the flaw”, the system generated glitch-like and imperfect animations in different styles, inviting members of the public to capture and share those fleeting, ever-changing moments.

A campaign visual that reacts to people’s photos and videos, embedding them in real-time.

In addition, the system was designed so that party goers could post pictures and impressions of the party on Instagram using the hashtag #DieselBerlin. These images were then transferred back to the visual system in real time, creating a personal conversation with the audience which was finally projected across the city.