“DieSEL”
This campaign was crafted by my team and I at CU Boulder for Diesel.
We created the insight, big idea, manifesto, headlines, moodboard, and script for the campaign : “Arrest Worthy Denim”.
Then, we executed our idea with a major photoshoot. Not because we had to, because we needed to.
Art Director, Photographer/Videographer, Editor, Stylist.
Xo, Olivia
— INSIGHT —
Young women don’t dress edgy to rebel; they dress edgy to signal control. In a
culture that constantly judges, the sharpest look is the one that feels intentional,
dangerous, and completely self-owned.
— BIG IDEA —
This campaign reframes Diesel jeans as evidence. We turn mugshots into
photoshoots and squad cars into runways, because with Diesel, you get caught
on purpose.
Arrest Worthy Denim.
