In the middle of a global pandemic I set out to help reclaim the denim authority that Diesel deserves. As a brand, they have created denim driven collections, on their own terms, in a category of one, for generation after generation of rebellious youth. Diesel is synonymous with style and spirit. Their demin not only expresses tactile, handmade craftmanship, but also the tribal bonds we build together. Our denim holds our stories. In fact it is the catalyst of the memories and feelings that we create.

So when I found the world facing a touchless future, I relaized that it was the perfect predicament for Diesel to be in.  It was time to inspire people with a likeminded obsession for touch, to seduce an even deeper sensation.
Diesel made touch irresitable, but their passion is what made us feel. “Don’t touch, feel” invites the world to restrain from touch as an expression of our common passion for it. Diesel’s denim craftsmanship is the ultimate seducer of our brave feelings.

I also concepted a second campaign to reposition Diesel as a verb that would solidify their brand as a timeless provocature of bravery and creativity. Diesel would take the lead for a new generation in need of direction as they enter a whole new world.  

Creative Director, Strategy, Copy & Design - Andrea Gustafson
Strategist - Crystal Sales
Designer - Priya Mistry, Linus Chu
Agency - Sid Lee, Toronto