DiadorA heritage treatment

MOOD and TONE

Diadora is an historical brand founded in Italy in 1948 and that gained worldwide recognition over the 80s and 90s for sports and casual wear, endorsing the Italian Soccer Team as well as many international players; it was one of the main sport brands commercially available. Diadora's logo has its place in the collective memory of more than two generations.

2017. It's into the DNS of a successful sport brand to never give up; it's the destiny of an heritage to face new challenges. Cool and stylish like Milan, one of the three world fashion capitals and now design trend setter, Diadora keeps an eye on its glorious past connecting the dots between two decades of victories and writing its own future now.

TO CELEBRATE DIADORA HERITAGE COLLECTION, WE ARE GOING TO PRODUCE IN MILAN, ITALY:
MAIN VIDEO: HERITAGE

Focusing on the people who never forget their first love: they were wearing it once, and they're still ready to wear it again and again! The video, shot in Milan, Italy, is a series of fast sketches of young and adult characters.

The result will be a serie of portraits: symbolic characters, personal skills, locations, looks; in parallel with the portrait of a contemporary Milan. Diadora is everywhere, and it speaks everyone's language.

It's about the people who want to live it fast, bravely, explicitly. A new generation of dreamers and pioneers pushing their own limits, with style, always on the hunt for a new way to have fun, wearing a pair of Diadora shoes.

We will jump into the world of cool: a trendy club in Milan, along the streets riding bikes with LED lights on the wheels, eating sandwiches at the typical food truck. A mix of slowly iconic portraits of a group of friends, couples, singles and quick cuts of them in action, focusing on product details. Diadora isn’t just a pair of shoes for a lifetime, but also a fix for nightlife and a daily companion.

References:

Possible sketches / portraits:

  • A couple cycling on the Darsena.
  • A barman in a rush making tons of coffees.
  • Freestyling soccer near Arco Della Pace.
  • In the crowd of an Italian football match
  • Running to catch the tram.
  • Two friends riding scooters in an empty parking lot (cavalcavia eugenio bussa)
  • Skaters making tricks in front of the centrale station.
  • Color smoke bombs /or lights popping out of a typical Milanesi tram, inside people are having a party.

SOUND

We will mix live sounds from the scenes with energetic and trendy tunes: a real contemporary city feeling.

ADDITIONAL CONTENTS: THE PEOPLE

The secondARY CONTENT is a serieS of SHORT videos with social-media target.

2/3 iconic characters chosen from the main video will also be shot in iconic locations of Milan, and then re-framed into 2/3 mini self-contained stories. The shoes are the storytellers, as the Diadora Heritage Collection is the element which allows us to look backward in order to move forward. The Collection is a bridge to the future, a motivational speech to always be yourself.

Reference:

IDEA: RUNNER / SUNSET - A friendly voice over talks about old great sporty achievements, while you see two hands holding a new pair of Diadora Heritage Collection shoes. It’s a girl, she's standing on the bridge over Garibaldi train station, contemplating her new pair of cool shoes. When the voice over ends, the character respectfully wears the diadora, and runs away.

IDEA: DELIVERY GUY / DAYTIME - A friendly voice over talks about old great sporty achievements, while you see two hands holding a new pair of Diadora Heritage Collection shoes. It’s a pizza delivery guy, contemplating her new pair of cool shoes. When the voice over ends, the character respectfully wears the diadora, goes out, grabs is bike and start riding as fast as he can.

THANK YOU

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