Brand Phase: Repositioning for brand expansion

I worked with DIESEL during a repositioning of the brand to increase cultural relevance as Nicola Formichetti stepped in as Artistic Director to lead a new direction for the brand for the next generation. Instead of using traditional professional models, Formichetti cast real people, digital artists, musicians, and everyday creatives discovered online - making DIESEL one of the first pioneers for what we now know call influencer marketing.

The Collaboration:

Social Media Campaign Management
Campaign Activation
Guerilla Marketing Activation
In-store events

Campaign imagery by Inez & Vinoodh