Diesel is a global fashion brand known for its bold identity, creative vision, and unconventional approach to style.
I had the opportunity to be part of the team behind this campaign, supporting its creative development and execution across digital platforms, social media, content creation, and global brand alignment.
Diesel launched Kick Ass to introduce a bold new sneaker line. Staying true to the brand's rebellious DNA, the campaign challenged the performance-driven messaging typical of sneaker advertising. Rather than focusing on athletic performance, it celebrated confidence, attitude, and the idea of using sneakers to "kick ass"—both literally and metaphorically.
By reframing the role of sneakers through unapologetic self-expression, the campaign perfectly reflected Diesel's fearless identity and cut through the noise to resonate with a young, urban audience.
I contributed to the global-to-local marketing strategy, helping maintain Diesel's bold brand voice while adapting campaign executions for regional markets. Each activation embraced Diesel's unapologetic, ironic, and self-aware identity while maintaining consistency with the broader creative direction.
I contributed to bold creative executions built around surreal humor and exaggerated storytelling that challenged traditional sneaker advertising. The assets were designed to capture attention, spark conversation, and connect with Diesel's anti-mainstream audience.
I developed and adapted digital content, branded visuals, short-form video, social media assets, and campaign copy, helping translate the campaign concept consistently across digital platforms and regional activations.
Content was distributed across YouTube, social media, campaign microsites, in-store displays, and fashion publications, supported by platform-specific activations including teasers, GIFs, quote graphics, interactive polls, and the "Who would you kick today?" social challenge.
On the digital side, I collaborated on responsive campaign microsites that reflected Diesel's disruptive personality through immersive visuals, interactive experiences, and conversion-focused user journeys.
The broader campaign also included experiential activations (including the Kick Ass Hall at a Japanese music festival) which extended the campaign into the physical world, attracting more than 5,000 applicants and generating over $350K in earned media while reinforcing Diesel's fearless and rebellious identity.
The campaign successfully translated Diesel's fearless creative vision into a globally scalable experience. Through localized execution, disruptive storytelling, and multi-channel activation, Kick Ass strengthened brand recognition, sparked audience engagement, and reinforced Diesel's position as one of fashion's most distinctive lifestyle brands.
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