Step into 55DSL’s Spring/Summer 2012 Advertising Campaign
Press Release Below.
The launch of this SS’12 collection heralds a new direction for 55DSL’s communications strategy. The manifesto is summed up as follows: “To explore 55DSL’s creative and Italian roots while engaging its audience through entertainment and interaction.”
55DSL will collaborate with some of the world’s most progressive and creative talent. Rather than issue brand-centric briefs that stifle their creative freedom, these collaborators will be allowed to showcase their unfettered creative vision of 55DSL’s brand heritage: youth, freedom, fun and Italy. In its first iteration, 55DSL will join forces with the young Director David Altobelli to create a short film shot entirely on location in Rome. “ROMA” launches on March 8, 2012.
Based in Los Angeles, David Altobelli has just been signed to The Directors Bureau – Roman Coppola’s boutique production company that represents only 16 Directors. In the past, David has worked with Philip Selway, Cults, Sia and most recently Karen O from The Yeah Yeah Yeahs. i-D Magazine called him “the hypnotic and understated moving image maker, encouraging the mind to explore abstract lands the body can’t reach.” His video for Philip Selway’s “By Some Miracle” was shortlisted for the Young Director Award sponsored by CFP-E/SHOTS, and was a finalist for the Celeste Prize. It has also been featured in the music video programs at the LA Film Festival, the Hammer Museum FLUX Screening series, and at SXSW.
On making the film, David said: “55DSL were very supportive on the project, and that support was present from the very frist brief through post. We produced the film under quite unique circumstances, and 55’s approach allowed for a collaborative relationship. The fact that they took the route of making a short film says a lot for the future of branded content. It was an exciting week scouting and shooting in Rome and I’m quite pleased with the result”
“We are very happy with the outcome of Roma. We gave David complete creative freedom and the result is a perfect representation of what 55DSL stands for: youth, being free, and having fun.”
Fall/W’inter 2012 will see this approach revisited with an even more ambitious partnership. Watch this space. There are many roads to Rome. This summer, follow 55DSL’s way.
For more information visit 55DSL.com