A social-first fragrance launch for Diesel

Challenge

Communicate the launch of a new fragrance specifically created for Gen-Z, in a way that feels authentic and less like traditional brand advertising.

Solution

We developed a social first campaign that utilised the incredible talent Diesel work with at Fashion Shows and the advances in AI to help up generate a huge suite of assets designed to appeal to a youth audience no matter what specific genres or subcultures they were in to.

Our narrative centred on the captivating allure of D RED, urging users to embrace their inner rave personalities. Through a focus on popular content formats, we created a content factory in Milan where our talent immersed themselves in the pulsating energy of the D RED Rave, amplifying the fragrance’s empowering essence.