Diesel "Make Love Not Walls" Brand Relaunch

In 2016, a lost Diesel brand—struggling to find its way back its legendary status of yesteryear—picked us to help. The ever-provocative Diesel has never been scared of telling the world that looking good while loving one another beyond borders, sexuality, and religion is damn sexy. That is why we created the culturally relevant "Make Love, Not Walls" campaign. The work was launched across the globe as the ever-divisive Mr. Trump was sworn into Office on the promise to erect a 21 billion dollar wall between the US and Mexico driving an agenda of anger and intolerance. Following the re-launch, Diesel was once again applauded across the globe for their bravery.

My Role: Executive Creative Director / Art Director
Executive Creative Director: Martin Peters
Creative Director: Ross Cavin/Chris Adams
Diesel Creative Director: Nicola Formichetti and Jacob Wildschiødtz
Editing: Govert Janse
Director / Photographer: David LaChapelle
Agency: Anomaly Amsterdam

The work was developed in collaboration with David Lachapelle the project included film, art exhibitions, wall takeovers in fifty countries, pop-up inflatable 'love tanks.' It features Ukrainian ballet dancer Sergei Polunin, along with a trans-gender model Laith de la Cruz; artist Karis Wilde; Olympic silver medalist Danell Leyva; drag star Raja; and transgender icon Octavia Hamlett and collages by artist Stephan—who also make a cameo in the ads, wearing nothing but Diesel boots.

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