Diesel

Nov 2023

Diesel subverts the traditional festive narrative with its Holiday 2023 ad campaign, a bold, high-octane project that leans into the brand’s rebellious spirit through a series of irreverent vignettes. Under the sharp creative direction of Glenn Martens, the campaign masterfully navigates the intersection of high-end luxury fashion and raw, domestic grit. Art director Christopher Simmonds orchestrates a complex visual language that pairs lifestyle photography with playful, graphic-heavy collage compositions. Captured by photographer Reto Schmid, the imagery oscillates between the staged aesthetic of an editorial shoot and a chaotic, candid energy that feels distinctly Y2K-inspired. By utilizing live-action techniques alongside intricate VFX and bold typography, the project transforms suburban scenes—from tire changes on driveways to festive deliveries—into a playground of irony and attitude. Featuring an eclectic ensemble of models including Peachy Boy, David James, and Babymorocco, the campaign prioritizes a cinematic, tongue-in-cheek delivery over typical holiday sentimentality. The result is a commercial masterpiece that treats the season not as a period of polished restraint, but as a hard-hitting opportunity for provocation. With its vibrant color grading and meticulously layered frame-within-a-frame layouts, the work cements Diesel’s status as a disruptor within the luxury fashion houses sector, proving that holiday storytelling can be as abrasive as it is stylish.

Lifestyle, Commercial, Commercial

Live-action Technique

Luxury Fashion Houses, Fashion