Diesel: Watches & Fragrance

Riding the wave of its resurgence, Diesel asked Dazed to create a social and digital-first campaign to launch its new perfume and watch lines in front of Gen Z audiences. To do so, we created a talent-first activation, casting prolific emerging names across music, art, fashion and dance to tell stories of personal expression through film and still social content and billboard ads. I led creative on the two campaigns concurrently, from concept and casting to on-set direction and remote direction for the self-shot component.