Nicola Formichetti announced his role as Art Director of Diesel(globally) a few weeks ago and its latest campaign DIesel Reboot is being described as the inception stage in the full blown reinvention of the popular brand.
It’s essentially a digitally based community (on Tumblr) where Formichetti is enlisting a new generation of brand ambassadors to submit imagery, inspiration, ideas and art to help create a new set of iconography for the brand. It feels fresh, for the brand at least, but the concept itself is basically a simple crowd-sourcing and idea generation campaign.
If you happened to be in Rome or Milan the 13th of June you may have seen the projection of the “Papessa”(female pope), an attractive girl wearing a pope-like dress and the message “Resurrect the Destructed”.
via Shot, Karl in my Uncle
You can check the initial visuals on Tumblr, the dedicated FB page and Instagram
