Diesel

Aug 2023

Diesel’s Fall 2023 ad campaign unfolds as a sprawling, high-octane urban takeover that masterfully blends the grit of luxury fashion with the irreverent energy of a curated street festival. Captured under bright, natural light in Breganze, Italy, the project leans into a cinematic, lifestyle-focused aesthetic that feels both chaotic and hyper-coordinated. Under the creative direction of Glenn Martens, with art direction by Christopher Simmonds, the campaign moves beyond traditional lookbooks to embrace a massive, live-action technique that transforms an ordinary town square into a vivid, red-saturated playground. Photographer Johnny Dufort utilizes a bird's-eye, high-angle perspective to document a dense, eclectic tableau featuring fire trucks, boxing rings, and a red-and-white striped carousel. This commercial spectacle serves as more than just a brand showcase; it is an immersive exploration of contemporary casual fashion and rugged streetwear, where the clothing exists amidst fire-breathers, climbing walls, and diverse crowds. By prioritizing scale and documentary-style candidness, the work elevates the brand's identity into a performative, editorial experience. Every frame pulses with a saturated, cinematic rhythm, anchoring the Diesel logo within a vibrant, real-world geography that feels simultaneously aspirational and grounded. The result is a bold, high-key production that captures the spirit of modern luxury through a lens of raw, public engagement and highly detailed visual storytelling.

Lifestyle, Commercial

Live-action Technique

Luxury Fashion Houses, Fashion