Italian youth fashion retailer DIESEL has released its latest work via agency Publicis Italy that, for most part, plays to the brand’s themes of isolation, rebellion, self-image, love and the usual dose of attractive young people.
This time around, however, it tackles the sensitive subject of transgender rights with a surprising dash of religion thrown in for good measure.
The powerful spot is titled “Francesca” and follows the story of a person born male and transitioning to female and the struggles she faces to achieve her dream.
The spot launches to coincide with Pride month and you can check it out below:
Commenting on the spot, DIESEL founder Renzo Rosso said: “I am very proud of ‘Francesca,’ and of the DIESEL values that inspired this story. When we created ‘For Successful Living’ many years ago, our thought was the same then as it is today. Individuality, pride, and the power to live as one wants is the ultimate success in life.”
Francesca is played by model and activist Harlow Monroe who commented: “I truly responded to the story of ‘Francesca,’ because, like me, she has always been a believer. I’ve always known my true identity, and I’ve never stopped believing in my ability to live the life I wanted. It takes personal bravery, and family support, but we both made our truths a reality, and now we can tell the world our story and how we reached our version of successful living.”
Francesca Vecchioni, founder and president of Diversity, the group that collaborated with DIESEL in the making of “Francesca” added: “To determine true social change towards gender equality and inclusion, it is essential to speak to young people, and not only, in the right way, offering them stories of breaking and overcoming stereotypes, and the short story ‘Francesca’ by Diesel fully responds to this need,” says Francesca Vecchioni, founder and president of Diversity, the group that collaborated with DIESEL in the making of ‘Francesca’.”
As a component of Pride month celebrations, and to fete the release of Francesca’, DIESEL will partner with world-renowned Club Quarantine for the first 24-hour global digital party, connecting many cities around the world, and hosted on Zoom in late June.
Following the release of ‘Francesca’, DIESEL will introduce its 2020 capsule collection dedicated to Pride available worldwide through retail, wholesale and trade channels and online.
Credits
Agency Credits
Creative Agency: Publicis Italy
Global CCO Publicis WW: Bruno Bertelli
CCO Publicis Italy: Cristiana Boccassini
Global Creative Director: Mihnea Gheorghiu
Global Creative Director: Thiago Cruz
Art Director: Mattia Mingardo
Copywriter: Silvia Serreli
Strategic Planner: Monica Radulescu
Account director: Filippo D’Andrea
Group Account Director: Ilaria Castiglioni
Account Manager: Mirko De Martini
Head of TV Production: Francesca Zazzera
Tv Producer: Anna Sica
Social Media Manager: Saraluna Micciche
Head of Social Client Services and Strategy: Alessandro Bochicchio
MSL Group Director / Head of Engagement and Experience: Kim Piquet
Film credits
Directed by François Rousselet @françois_rousselet
Produced by Division @divisiondivision
Producer Jules de Chateleux @julesdvsn
Dop Matias Boucard @boucardmatias
Steadycam Aymeric Colas @aymeric_colas
Editor Nicolas Larrouquere @pinacola_
Line producer Alexis Fonvieille
Production service @nikita_bukowski with @family_production
Art department Olga Zlobina @olga_zloo
Postproduction @mikrosimage
Vfx producer Sébastien Noyon
Supervisor and flame Artist Franck Lambertz
flame Artist Flore Mounier @flaurre
Grader Arthur Paux @arthurpaux
Grader Assistant Loic lavaux @loiclavaux
Music credits
Music // Sizzer
Music Supervision // Michael Bertoldini
Music Producer // Seppl Kretz
