DIESEL
tHE CATFIGHT
Role: Copywriter/Concept
ADDY Awards: Silver/Art Direction Campaign
The ChallengeCreate an integrated campaign that captures Diesel's rebellious spirit through a bold visual world across photography, OOH, print, social, and experiential.
Women are expected to be everything at once, innocent yet seductive, ambitious yet submissive, effortless yet perfect.
The TruthCatfight turns the psychological warfare women fight inside their own heads into cinematic rebellion, exposing the absurdity of impossible expectations
The Idea*No models were harmed in the making of this campaign.*
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.
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.
