For the last three years, I have been working with Diet Coke on their major European fashion collaborations. It’s been pretty much a dream set of projects to work on – particularly this year. 2013 marks the 30th anniversary of Diet Coke in Europe and we’ve signed Marc Jacobs as the brand’s new Creative Director. Like with Lagerfeld in 2011 and Jean Paul Gaultier last year, we’ve created an incredible advertising campaign, limited edition bottles and cans – all uniting the stylish and light-hearted personalities of both icons.
Check out the short film below featuring a very alluring and shirtless Marc Jacobs, paying tribute to the legendary Diet Coke ‘Hunk’ ads from the 1990s. The clip was directed by César Vayssié and produced by Guillaume Verluca at Wolkoff et Arnodin. The announcement image was shot by the incredible Stéphane Sednaoui.
I interviewed Marc on the set of the shoot in Paris last December, you can watch the video interview and see some behind the scenes photos here.