Diesel
The work for master ironists and Italian denim specialists, Diesel, spanned four campaigns with varying degrees of satire. Each seasonal campaign presented a distinct theme, covering global communication, in-store materials, and events.
Save Yourself
This campaign promoted Diesel’s Victorian-era inspired collection, featuring centuries-old models wearing eerie silicon masks and offering anti-aging advice. The stylised visuals were a not-so-subtle commentary on the pseudo-science of eternal youth.
The campaign has been exhibited in the Museum of Modern Art, Antwerp and – according to youth culture platform Culted – is still regarded as ‘ahead of its time’ and ‘took uncanny to the next level’.
Donald Diesel
Every Diesel campaign begins with a collection theme as its creative foundation. This season drew inspiration from Eastern European fairgrounds – an obscure starting point that led to a tongue-in-cheek critique of corporate sponsorship.
A mascot named Donald Diesel, and with a smile that reappeared in your nightmares, was introduced to poke fun at brand sanctioned emotions, including passion, fun and pleasure, while showcasing the brand’s broad collection. The campaign ran in over 70 countries, and the Donald vinyl toys – produced for in-store giveaways – change hands on eBay for thousands of dollars.
Diesel Dreams
This campaign spotlights 30 models, each lost in a surreal daydream. The photos were sent to independent filmmakers, who were invited to interpret the models’ dreams through short films of up to one minute.
Replacing the traditional collection brochure, a DVD featuring all the films was distributed in Diesel’s global stores and previewed at film festivals including Edinburgh and Raindance. It was also cover-mounted on publications including i-D and Creative Review.
