Project Overview

Client: Diesel (Concept Campaign)
Industry: Fashion · Lifestyle · Social Impact
Timeline: 2 Weeks (2023)
My Role: Art Director · Visual Designer · Copywriter

About the Campaign

This conceptual campaign was created to challenge how society labels outgoing women — especially those who enjoy nightlife, partying, or drinking. Instead of viewing these choices as character flaws, the campaign reframes them as expressions of agency, confidence, and individuality.

Diesel, as a brand known for rebellion and self-expression, becomes the perfect canvas to tell this story.

The Problem

Women who enjoy being social or outgoing are often judged through outdated stereotypes.
They’re labeled, questioned, or misunderstood — based entirely on their lifestyle choices.

This campaign addresses a simple truth:

Being outgoing does not define a woman’s character. Her choices are intentional not invitations for judgment.

Objective

To transform the narrative around outgoing women by creating a bold, unapologetic campaign that:

• Breaks stereotypes about women and nightlife

• Celebrates personal freedom and self-expression

• Positions choice as empowerment, not a flaw

• Amplifies Diesel’s identity as a brand that stands unapologetically for individuality

Key Messages

1. Individual Freedom

Every woman has the right to define how she lives, dresses, celebrates, and socializes.
Her lifestyle is her identity — not her judgement.

2. Breaking Stereotypes

The campaign confronts harmful assumptions directly, turning them into powerful statements that reflect strength, clarity, and intention.

3. Empowerment Through Expression

Enjoying nightlife or drinking is a choice, not a character report.
The campaign asserts that confidence is not up for debate.

Creative Direction

The visual language blends firmness with vulnerability, reflecting a woman who is soft in presence but strong in conviction.

• Moody lighting and grainy textures for realism

• Bold typography that feels loud, direct, and disruptive

• Raw, authentic portraits to counter “perfect” beauty norms

• Muted color palette with deep shadows for emotional depth

The aesthetic mirrors Diesel’s rebellious personality while grounding the message in real human emotion.

Visual System

Typography

Strong, condensed typefaces paired with soft rounded speech-bubble forms create a contrast that visually represents the theme:
Bold message. Vulnerable delivery.

Photography

Unfiltered portraits with natural expressions and imperfect lighting were chosen to showcase authenticity — a direct opposition to stereotypical “party girl” portrayals.

Copywriting Tone

Direct. Honest. Unapologetic.
Lines that read like someone confidently reclaiming their narrative.

Campaign Visuals

Bringing the Diesel Concept to Life

To visualise how the Loose by Diesel campaign would appear in the real world, I placed the final artwork into three urban outdoor environments. Each mockup amplifies the campaign's mood, unfiltered, bold, irreverent, and deeply human.

1. Night Bus Stop – Intimate Rebellion

In this mockup, the campaign poster is displayed inside a dimly lit bus shelter on a rainy night. The reflective pavement, empty street, and harsh overhead lights add a cinematic and gritty tone.

The image of the woman lying in the bathtub with red party cups reinforces the idea of getting “loose” — unapologetically, without judgement, and on her own terms.

What this conveys:

• The contrast of intimacy (bathtub) in a public space highlights confidence

• Night lighting intensifies the emotional rawness of the visual

• Perfect representation of Diesel’s provocative brand persona

2. Urban Bus Stop – Real, Messy, Unapologetic Nightlife

   
   

   This mockup features a girl mid-movement, holding a red cup, climbing onto yellow chains — a moment that feels neither staged nor polished. The urban street scene behind the poster, with headlights and reflections, grounds the campaign in an authentic nightlife environment.

   What this conveys:

   • Imperfect, spontaneous human behaviour — exactly what Diesel embraces

   • The messy joy of nights out, captured in a raw, documentary style

   • Energy, motion, and rebellion, perfectly aligned with the campaign story

   
   

   

3. Underpass Billboard – Raw Edges, Real Friendship

Placed beneath a concrete underpass, this mockup highlights the loud, chaotic joy of friendship. The girls laughing, bending, and holding red cups create a scene that’s fun, chaotic, and completely unfiltered — leaning into the reality of nights out, not the polished version.

What this conveys:

• Diesel’s signature anti-perfection attitude

• Unfiltered youth culture and real human interactions

• High-impact visibility in a gritty, urban setting