Review of Diesel Holiday 2024 Ad Campaign by Glenn Martens, Photographer Marili Andre, and Art Director Christopher Simmonds
Diesel takes seasonal overconsumption to surreally ecstatic heights with its Holiday 2024 campaign. The campaign sees the brand’s creative director Glenn Martens team with photographer Marili Andre and art director Christopher Simmonds.
Andre’s maximalist portraits depict a case of Christmas spirit gone overboard with spaces garishly dressed in a colorful effusion of holiday decor: tinsel and icicle lights cascade from the ceiling, train sets and piles of presents leave little room underfoot, every corner is occupied by a reindeer, a snowman, a nutcracker, or a grinning santa. It’s a gaudy display of delightfully overblown proportions.
The campaign puts a clever holiday twist on Diesel’s post-ironic spirit that both spoofs the indulgences of luxury fashion while joyfully participating in them. We can read in these images both a criticism of the unsustainable and maximally consumerist co-opting of a meaningful holiday by the cult of capitalism, as well as a celebration of letting it rip and excessively embracing joy. It’s beginning to look a lot like Diesel.
Diesel Creative Director | Glenn Martens
Art Director | Christopher Simmonds
Photographer | Marili Andre