In order to scope out some fresh new Diesel models for the ‘Diesel Reboot’ campaign, fashion director Nicola Formichetti took to Tumblr to find some new talent. Word of mouth spread on Tumblr that the brand was looking for models that would showcase diversity, uniqueness and individual beauty.
Just as hoped, the results of this initiative found 20 very different people to turn into Diesel models, like Michelle Calderon who is a pink-haired graffiti artist and Casey Legler, who used to be an Olympic swimmer.
The campaign further plays up social media by displaying a link to each of the model’s Instagram accounts at the bottom of the page. This campaign will run in the September issue of Vogue, which is not too shabby for their first foray into the fashion industry.
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Research: 14,125 clicks in 136 w
Interest: 1.7 minutes
Concept: Diesel Models
Related: 105 examples / 81 photos
Segment: Females, 12-35
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