DIESEL
tHE CATFIGHT
The BriefThe ConceptCourse: Branding through Photography
Role: Copywriter/Concept
Choose a fashion brand to stage and shoot photography to create an integrated campaign including OOH, print, social, and experiential executions. Demonstrate strong creative direction through a distinct visual world while staying true to the brand’s core identity.
A campaign for Diesel centered around the psychological “catfight” women experience internally while trying to embody impossible contradictions: innocent yet seductive, ambitious yet submissive, effortless yet perfect. Through provocative imagery and confrontational storytelling, the campaign visualizes the violent tension of perfection culture while staying true to Diesel’s rebellious DNA.*
*No models were harmed in the making of this campaign.*
Women are supposed to be perfect in every way: innocent yet alluring, ambitious yet submissive, playful yet disciplined. The psychological warfare women wage inside their own heads is raw, violent, and relentless: the fight to please others, the fight to be the best, the fight to survive in a world where every expectation contradicts the last. This campaign turns that inner chaos into cinematic rebellion, a visual metaphor for the impossible standards women endure. Punished for trying, mocked for failing, and judged even for succeeding.
Diesel doesn’t fix it. Diesel doesn’t apologize for it. Diesel laughs at it. Why play by the rules that never made sense? The double standards, the endless fight, the limiting contradictions. It’s outrageous, so be enraged.
The social media style takes inspiration from Riot Grrrl posters, using black-and-white foundations layered with bold color overlays. It keeps a raw, DIY feel while adding intentional chaos, reflecting the tension and emotional intensity at the core of the campaign.
The experiential element is a one-night-only women’s fight club held at The Basement in New York. Access is intentionally limited and distributed through a non-branded flyer with only a QR code, making discovery feel underground and word-of-mouth driven.
The flyer carries a single disruptive line of copy:
“Jessica, you self-centered skank!!!
Now everyone will see you would do anything for the D...
You better watch your back because this isn’t over.”
The flyer creates attention and misdirection, while its content still reinforces the campaign’s themes of internalized conflict, rivalry, and emotional volatility.
Even the copy is designed to reflect this polarization. Headlines are intentionally juxtaposed against the imagery to create surprise and tension. That contrast delivers a payoff that reveals the underlying, contradictory beliefs constantly competing within a woman’s mind.