Diesel Jogg Jeans: do anything with Diesel

I was brought into i-D magazine to lead luxury storytelling campaigns for Diesel including their Jogg Jeans launch music video, a denim platform and TOV for brand guidelines. Diesel is notoriously hilarious, rebellious and up for all kinds of unusual campaign ideas.

Here’s how we created their music video.


Creative vision: do anything in hybrid denim

Even before the pandemic where sweat pants became our uniform, Diesel created genius jeans. These denim and jogging cotton hybrid jeans are still the most comfortable denim I’ve ever tried.

Therefore, our creative campaign was inspired by all the things you can do in Jogg Jeans, with comfort and style. Literally, everything ;)

Directors: AB/CD/CD

Production: Partizan

Cast: Anja Konstantinova