The personal diary idea needs a healthy dose of Diesel wacky to feel fresh again, and even though each page is filled with detail and personal touches, it all feels very cliched and catalogue-like.
The diary entries are all very safe and seen before, and the shots are sadly down-market. An A for effort, but an F for funky.
Diesel Dreams: This is much more like it. Interesting, mysterious, unexpected, Diesel Dreams is an idea with long legs. The whole thought of peering into someone's dreams is clearly expressed and well thought through across different media, notably the internet site, but also well represented in this little booklet. I love the clever use of copy behind a blank page, causing it to drift in and out of focus, the way dreams do (my personal interpretation).
The technique of having to literally pry the dream pages apart keeps you at it till the end, wanting to discover more. The dreams themselves are left wide open to interpretation, making as much sense as you care to make of it, and the models aren't posing, they're dreaming. It's the kind of booklet I'd leave on my coffee table for friends to flip through.