Larger Than Life Diesel Advertising Campaign Fall 2022


Diesel Fall 2022 Ad Campaign Review by Creative Director Glenn Martens and Art Director Christopher Simmonds with Photographer Johnny Dufort

Diesel goes larger than life with its new campaign for Fall 2022. The campaign’s creation was led by the house’s creative director, Glenn Martens, with art direction by Christopher Simmonds and photography by Johnny Dufort.

The photography portion of the campaign sees the bold and eclectic denim-clad protagonists explode to the proportions of gigantic billboards that take over the glittering steel and glass skyscrapers of an imaginary metropolis, their poses bringing the attitude of brand rebellion and sexy irreverence. on the horizon.

The accompanying short continues this theme of larger-than-life urban takeover, deploying Y2K and glitchy aesthetics to create a retro-inflected montage of titanic proportions, set to an atmospheric yet propulsive club beat.

The imagery is another bold entry into the iconic visual world Martens and Simmonds have built for Diesel. Blending the creative director’s wickedly clever style of deconstruction and subversion with Diesel’s bold signature brand, now resurrected for a new generation, the campaign puts Diesel on a brazenly but suitably colossal scale.

Diesel Creative Director | Glenn Martens
Agency | Simmonds Ltd.
Artistic Director | Christopher Simmonds
Photographer | Johnny Dufort
Stylist | Danny Roseau


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