Diesel SS16

Dreaming up Digital Culture for Season 2 of the ‘Decoded by Diesel’ Brand Platform

For Season 2 of ‘Decoded by Diesel’ we turned a keen eye on Digital Culture and its #slogans, emoji, and the joyous absurdities of online/offline behavior.  

Inspired by the humorous way emojis describe real-life scenarios and the saturation of celebrity culture today, we provided Diesel its own emoji alphabet and featured singer and actor Joe Jonas; actress, singer and designer Kiko Mizuhara, plus Jonas’ group DNCE throughout the communication.

Video clips show our cast cyber flirting, sending hyperreal selfies,
online shopping and left-swiping all their favorites.

Social media birthed the idea of ‘that moment when’ and for Diesel SS16 models
fall in love with themselves, make emoji faces and tell us their #currentmood.

Appearing in print, online, and out-of-home, the campaign pushed the boundaries of contextual communication through media partnerships with Tinder, the Pornhub Network, and a video collaboration and location based store activation with Grindr—a first for the platform—and the perfect place to launch Diesel’s intimates collection.