Following on from the DIESEL REBOOT campaign (Nicola Formichetti’s first movement as Diesel’s Artistic Director) comes his first piece of art directed video content for the brand – and of course he tapped into his creative network and enlisted the help of Azealia Banks to provide the soundtrack with ‘ATM Jam’.
It’s incredible what Nicola has done in a matter of months (publicly at least) for the perception of the brand. It has gone from “oh yeah, is Diesel still relevant?” to “All Eyes On Me” (NOTE THE BRITNEY SPEARS REFERENCE). Diesel will remain one to watch at least under Nicola’s creative direction, and improvements in the product are also clear with the USP for Jogg Jeans taking into account comfort, street style and functionality.
Watch the video below, directed by Tim Richardson.
