Diesel the Year of he Tiger Ad Campaign

Diesel

'The Year of The Tiger' Ad Campaign

Review of Diesel ‘The Year of The Tiger’ Ad Campaign by Photographer Harry Carr

Diesel celebrates Lunar New Year with the launch of its “The Year of the Tiger” capsule and accompanying campaign by photographer Harry Carr

The denim-forward capsule introduces big-cat energy to Diesel’s signature design style, reimagining jeans, shirts, and jackets in bold red and marbled off-white. The color scheme carries across the collection’s leather jacket and nostalgically tinged T-shirts, while finally an abstract mountain motif appears in delicate pink, green, and gray on a button-up shirt and an asymmetrical skirt.

The in-studio photographs keep a minimal focus on the design themselves, emphasizing their bold energy with saturated crimson backgrounds. The video brings a similarly energetic motion into the space and sees the models embrace the animal within.

While it doesn’t have the conceptual originality and excellence we’ve already come to love from Glenn Martens’ new creative directorship for Diesel, the simple imagery does nicely convey the bold energy and focus of the celebratory new capsule.

Diesel Creative Director | Glenn Martens
Art Director | Martina Scapinello
Photographer | Harry Carr