Diesel VERT
● Fossil x Diesel / Artificial Rome
Creative Direction / Visual Lead
Born virtually
— Shaped by you
A global campaign for the launch of Diesel's VERT collection powered by the unique combination of a digital experience and a physical retail experience.
Is it from the Metaverse? Is it an alien? Is it a human? It’s the concept of the centre point, the backbone of something or somebody. How we designed VERT is linked to the new generation. It’s virtual reality-made. It’s a sexy watch.”
Glenn Martens, Creative Director of Diesel
● 01
A VR-Designed Watch
In 2023, Diesel`s creative director Glenn Martens introduced a VR-designed watch called VERT - specifically designed for those shifting between the virtual and real world. Staying true to this vision, the launch of the VERT was embedded in a breathtaking Web3 release event.
● 02
A Metamorphing NFT becomes a gateway to a metaverse experience
Each Diesel VERT Watch became an exclusive token to a unique experience. The NFT changed visually as the campaign progressed - growing into an avatar which owners were able to use in the Diesel metaverse platform. With their special skin and enhanced gameplay, they joined the exploration of Tempus - with the rest of the players participating worldwide from their devices or Diesel retail stores.
● 03
A Global Narrative-Driven Metaverse Quest to Restore Time
On the 2nd of November, the land of Tempus opened its gates and the audience was invited to continue their journey in a multi-layered, interactive experience inspired by the VERT watch collection. Visitors from around the globe gathered in a metaverse environment - collaborating in a series of quests to access the final unveiling of the VERT watch. The virtual world of Tempus was shaped by the VERT’s design details. It featured breathtaking scenery and a sprawling environment where visitors moved through various challenges with their avatars to reactivate time in a fictional land where time has stopped.e help of gestures, the clean and grid-based design system translated very well to smaller screens, maintaining the elegant look and strong 3D visuals.
● 04
Diesel's Real-Time Collaboration between Retail Installations and Metaverse
A key aspect of the experience was the collaboration in real time between players joining from selected Diesel stores and the online players. From the physical installations, visitors jumped into the role of the Giants and engaged in mini-games, with their movements - tracked by a sensor camera - turned into real-time animations on-screen. With their unique ability, retail players helped online participants cross areas of the environment by creating bridges as a result of each mini-game. Joining forces together, the players were able to progress along the story and reveal the VERT watch.
● 05
A Premiere Virtual Performance from Lil Dre
The experience culminates with the revelation of the VERT watch in a cinematic sequence. In the heart of the pyramid, the players were treated to a virtual concert celebration with artist Lil Dre, which allowed players to interact, get together, dance and listen to a premiere track from the artist. We captured a real-life performance from Lil Dre using depth cameras, and then translated the 3D data into a stunning giant interpretation of the singer.
The combination of gamification and music performance created a media momentum for the brand that translated into 4MLN+ MEDIA IMPRESSIONS. The length of time users spend on the experience increased to an average of 10 MINUTES, promoting the Diesel brand to the established gamer and web3 communities. The watch collection was SOLD OUT within the first release.
● Awards