Tumblr takes centre stage in Diesel’s Reboot campaign

Share

By Lucia Ruggiero

Diesel’s new artistic director, Nicola Formichetti, has transformed the outside of a Paris department store into a public exhibition space for Tumblr creatives as part of his first Diesel ad-campaign, ‘Reboot’. Artists, graphic designers and photographers are invited to contribute their work on Tumblr, with the hash tag ‘Diesel Reboot’, for the chance of having their work displayed on the Paris’ department store, Galeries Lafayette.

DIESELREBOOT-06-512.jpg

The beautiful and intricate design of the building, which has golden arches and balconies on each level that give the impression of an opera house rather than a department store, makes a striking contrast with the contemporary, digital pieces over-laid on to the building structure.

Fashion and art critics point to Formichetti as an inspiring, rule-breaking artistic director and designer, (his crazy design of a dress that incorporated real meat for Lady Gaga made her especially notorious), and this inspiring approach to an ad-campaign follows on from her already established reputation. The use of Tumblr to commission pieces for a campaign indicates the growing importance of social media networks and blogging sites in the production and dissemination of artistic creation in new media.

Many of the pieces on the Diesel Reboot Tumblr are in GIF format or involve photography with digital graphic overlays, highlighting the use of new software and design programmes that indicate the future of advertising.

dieselreboot_paris.jpg

This isn’t the first time Tumblr has been used in the past year to advertise, promote and commission artwork; Phillips recently teamed up with Tumblr to host the world’s first digital art auction, ‘Paddles On’. Creators of consumer products are really paying attention to the uses of blogging in their discovery and exploration of artistic talent, and we can predict that its use as not only a marketing tool, but also as a way of showcasing and discovering new artistic talent, will only grow in the years to come.

 DIESELREBOOT-041-e1382012989256.jpg

Diesel Reboot Tumblr page: http://dieselreboot.tumblr.com/tagged/paris

Diesel Reboot Website: diesel.com/rebootparis

(Photos: diesel.com/rebootparis, wonderlandmagazine.com and digitalartsonline.co.uk)

 

 

Leave a Reply


Related Articles

Arts Brookfield aims to 'Set Art Free'
Art Set Free is a campaign that aims to put artwork into contact with the public without costs, via the platform of digital media. Arts Brookfield, the organiser of this project, brings many arts events to communities, based on the idea of the democratisation of culture. Contributions can be submitted by all members of the public years 18 and over, by using the hashtag “#artsetfree” and uploading the piece from a Facebook , Twitter or Instagram account.
A Digital Revolution comes to London's Barbican
Digital Revolution is a series of art-projects and events lasting up until 14th September at the Barbican in London. The series of exhibitions also demonstrate to us how new media and digital technology have influenced and developed a wide range of art forms, including cinema.
Brighton Digital Festival 2013 is a huge success
There really isn’t much more you could ask for from a digital festival and the Brighton Digital Festival demonstrates the huge range of ideas, activities and experiences that can be incorporated into a digital arts event. In terms of events and activities offered, it is estimated that the festival grew over 60% in size, as an average of 6 events were held each day.
The Dutchmann Racing Profile Portfolio
Each poster was designed by a different illustrator with the intention of combining traditional African art influences and patterns with the iconic images associated with racing posters. The posters also mark the huge importance of digital art and design in the world of advertising, as vintage racing posters usually comprise of a simple black and white photo and the smiling faces of car owners.