Diesel Fueled by SVA Grad

February 14, 2003

Recent SVA graduate Rod Morata (BFA Photography, 2002) has already made waves in the ad world. According to PDN (Photo District News), the edgy Amsterdam agency KesselsKramer chose him for their new campaign for 55DSL, Diesel’s extreme sports line. Although Morata had never worked on an ad campaign before, art director Krista Rozema said those new to advertising typically bring an “extra dimension of creative tension to the set.” Morata’s photographic sense of irony seemed to fit the client’s cheeky concept for the new clothing line. The agency asked Morata to re-shoot his portfolio, which was made up of portraits of he and his family in Staten Island, and gave him the freedom to suggest locations and models, which included Morata’s father and some friends. The cozy setting of the portraits fit right in with the campaign’s slogan: “Everything you need is right at home.”

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