I had the opportunity to be part of the team behind this campaign, contributing to the creative development and execution across digital platforms, social media, content creation, and brand alignment.
Diesel launched the "Kick Ass" campaign to introduce a bold new line of sneakers. True to the brand’s rebellious DNA, the campaign challenged the traditional, performance-driven messaging common in sneaker advertising. Instead of focusing on running, it celebrated the idea of using sneakers to kick ass — literally and metaphorically.
Working on this campaign was a reminder that great storytelling, when aligned with a brand’s true voice, can break through the noise — and kick some serious ass.
“Sneakers aren’t made for running. They’re made for kicking asses.”
This bold statement reframed the purpose of sneakers through the lens of confidence, attitude, and unapologetic self-expression. It aligned perfectly with Diesel’s identity and resonated with a young, urban audience tired of conventional performance-driven narratives.
Print & Editorial
Bold spreads in niche fashion and culture magazines used surreal, exaggerated imagery (giant kicks, absurd proportions) to reflect Diesel’s rebellious spirit.
Video Content
Branded shorts mocked scientific studies on “kicking ass,” including a viral clip of a giant sneaker physically kicking people. Videos ran across YouTube, social media, in-store displays, and microsites.
Social Media Activation
Platform-tailored content — teasers, GIFs, quote graphics, and interactive polls — fueled engagement. The cheeky “Who would you kick today?” challenge amplified reach and playfulness.
Experiential Activation [Japan]
A “Kick Ass Hall” at a music festival let attendees experience the concept firsthand. With over 5,000 applicants and $350K+ in PR coverage, it became a standout event in the campaign’s global rollout.
This campaign proved how authentic storytelling —rooted deeply in a brand’s attitude— cuts through clutter and makes a lasting impact.
Art Direction: Bold, raw, and humorous, echoing the “Be Stupid” universe.
Tone: Unapologetic, ironic, self-aware.
Audience: Youthful, urban, fashion-forward, anti-mainstream.
Results: The campaign’s tone and visuals reinforced Diesel’s disruptive positioning in both fashion and lifestyle categories.
Satisfied clients in the USA, Latam & Europe
Completed projects with proven results
Tailored marketing strategies developed
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