I had the opportunity to be part of the team behind this campaign, contributing to the creative development and execution across digital platforms, social media, content creation, and brand alignment.
Diesel launched the "Kick Ass" campaign to introduce a bold new line of sneakers. True to the brand’s rebellious DNA, the campaign challenged the traditional, performance-driven messaging common in sneaker advertising. Instead of focusing on running, it celebrated the idea of using sneakers to kick ass — literally and metaphorically.
Working on this campaign was a reminder that great storytelling, when aligned with a brand’s true voice, can break through the noise — and kick some serious ass.
“Sneakers aren’t made for running. They’re made for kicking asses.”
This bold statement reframed the purpose of sneakers through the lens of confidence, attitude, and unapologetic self-expression. It aligned perfectly with Diesel’s identity and resonated with a young, urban audience tired of conventional performance-driven narratives.
Marketing Strategy & Brand Development
Developed a global-to-local marketing strategy aligned with Diesel’s “Be Stupid” positioning, ensuring unified storytelling across regions while allowing flexibility for local market expression. Supported brand alignment initiatives that reinforced Diesel’s disruptive, rebellious identity and strengthened its presence in fashion and lifestyle categories.
Content Creation
Produced a complete content ecosystem —including digital copy, visuals, branded shorts, and social media assets— designed to capture Diesel’s rebellious spirit. Video content mocked pseudo-scientific studies on “kicking ass,” including viral clips of giant sneakers physically kicking people, distributed globally across YouTube, social media, in-store displays, and campaign microsites. Print and editorial spreads featured in niche fashion and culture magazines highlighted surreal imagery and oversized elements that reinforced Diesel’s playful audacity.
Website Design & Development
Collaborated on responsive microsites that mirrored Diesel’s disruptive identity, integrating bold visuals, video, interactive elements, and campaign storytelling. Each page was optimized for engagement, accessibility, and conversion while reflecting the brand’s visual and tonal consistency.
Search Engine Optimization (SEO) & AI Optimization
Led SEO strategies to enhance visibility across campaign microsites and landing pages, employing structured data, keyword alignment, and technical optimization that matched Diesel’s edgy, fashion-forward messaging. Implemented AI-driven content strategies to maintain discoverability in emerging AI-powered search environments such as Google SGE and ChatGPT.
Social Media Activation
Directed platform-specific social strategies, including teasers, GIFs, quote graphics, and interactive polls. The cheeky “Who would you kick today?” challenge amplified reach and playfulness, while localized storytelling ensured cultural relevance and authentic engagement with Diesel’s target audience.
Experiential Activation
Executed immersive activations such as the “Kick Ass Hall” at a Japanese music festival, allowing attendees to engage directly with the campaign concept. With over 5,000 applicants and $350K+ in PR coverage, the event became a standout moment in Diesel’s global rollout, reinforcing the brand’s playful, rebellious ethos.
Email Marketing
Developed targeted, automated campaigns that extended Diesel’s tone and storytelling, nurturing audience engagement while highlighting product drops and experiential moments in a playful, self-aware manner.
Advertising
Led performance-driven campaigns across Google Ads, Meta, and YouTube, optimizing creative assets, targeting, and budgets to maximize ROI while ensuring consistent global reach and reinforcing Diesel’s disruptive image.
International Rollout & Project Management
Adapted campaigns across markets with region-specific storytelling, visuals, and experiential elements, ensuring local resonance while maintaining a cohesive global identity. Directed cross-functional collaboration among creative, media, and production teams to deliver assets that adhered to Diesel’s tone, visual identity, and campaign timeline.
Guided tone to be unapologetic, ironic, and self-aware, emphasizing authenticity over polish to connect with a niche, anti-mainstream audience.
Directed bold, raw, and humorous visuals, reflecting Diesel’s irreverent attitude and playful “Be Stupid” universe. Imagery leveraged surreal, exaggerated, and absurd proportions to create striking, memorable moments that resonated with youthful, urban, fashion-forward audiences.
Satisfied clients in the USA, Latam & Europe
Completed projects with proven results
Tailored marketing strategies delivered
CONTACT
