Director of Copy/Concept
Fall 2025
In my Brand Photography class at SCAD, our team was asked to create a full visual campaign for an existing fashion brand. The goal was to concept, produce, and shoot a campaign that felt true to the brand’s voice.
We chose Diesel because the brand has never played it safe. Diesel has always leaned into provocation, irony, and cultural commentary. So instead of creating another polished empowerment campaign, we wanted something raw, chaotic, and a little unhinged.
Every brand seems to be telling women the same thing. Love yourself. Support each other. Be confident.
But those messages ignore a bigger truth. Society still expects women to be everything at once. Innocent but sexy. Ambitious but agreeable. Confident but never threatening.
Women are constantly being measured, compared, and judged. The pressure doesn’t just come from the outside. It starts to live in your head.
They taught us competition and called it confidence.
We turned that psychological tension into something literal. Women clawing, grabbing, and tearing at each other in a stylized fight. What normally happens internally becomes visible.
The campaign exaggerates the chaos women navigate every day. Instead of trying to resolve the contradiction, Diesel exposes it and lets it exist.
We styled, cast, and directed our own photography, translating the concept into campaign assets that carried the same chaotic energy as the idea.
We created a brand video that visualizes the internal competition women feel, contrasted with the reality of their relationships with each other after the fight. The visuals move between confrontation and connection, showing both the tension and the irony of it.
The campaign extends into billboards and print placements, along with stylized social posts inspired by riot grrrl punk culture.
We also developed an experiential component, staging a professional fight night at The Basement club in New York City where the metaphor becomes literal.
The copy system uses an asterisk to reveal the underlying expectations and contradictions placed on women. Each line reads one way at first, with the asterisk exposing the pressure beneath it.
I developed the core campaign concept and wrote the copy that framed the narrative of the project. I also created the asterisk copy system used throughout the campaign to reveal the hidden expectations placed on women.
My role focused on building the idea and shaping the tone so the campaign felt sharp, satirical, and unmistakably Diesel.
Photography: Jenna Mitsdarf
Talent: Sara Banny V.S. Emma Martiansen V.S. Autumn Peretta
*no models were harmed in the making of this campaign.
