One Night To Be Stupid
In partnership with Spotify and Dazed & Confused, we hosted a night for the Diesel Be Stupid campaign at the Truman Brewery in east London.
Diesel’s campaign celebrated stupidity as a liberating antidote to intelligence. Being stupid is at the centre of a relentless pursuit of a regret-free life. If we weren’t stupid we wouldn’t be able to fail, take risks, progress or even be truly brilliant.
As part of their campaign Diesel wanted to encourage stupid behaviour for one night only. We created Noah’s Ark, in which 300 competition winners in Kigu animal costumes came and expressed their most stupid animalistic side.
“We wanted to create an environment where the audience would feel like the animals have just left seconds before the audience had arrived. The meat hooks still swinging, the water troughs over flowing. We aimed for this event to sit somewhere between the minimal and the theatrical.”
Transformed the Truman Brewery into a structures that promoted action. An empty cage with a swing, a messy feeding area. We wanted to encourage animalistic behaviour in a post-apocalyptic state.
The room was filled with plants the audience could walk amongst. Positioned amongst the branches were TV screens displaying footage of animals hunting each other in wildlife programmes.
A sound installation of distorted animal noises was played throughout the night and a projected light installation around the room simulated flying animals.
- Featured in Dazed Confused magazine