Online art installation created with Tim Muller to promote Diesel's new fragrance "Only The Brave". The site, created & curated by (HKI)™, invites selected artists and designers to respond to the concept 'Do you have what it takes?' that is key to the product and the campaign.

Our response – "Man must explore" – takes its inspiration from the quote of Astronaut David R. Scott, Commander of the Apollo 15 Lunar Mission:

“As I stand out here in the wonders of the unknown at Hadley, I sort of realize there is a fundamental truth to our nature. Man must explore.

And this is exploration at its greatest!”

What is braver that being strapped on top of a giant rocket and shot in space? Landing on an extraterrestrial body and walking around in a complete vacuum — only protected by a fragile suit, knowing that the smallest mistake you make can be fatal. That is brave.

You can read about the thought process behind the project on my blog.