DIESEL Celebrates Transgender Rights In Courageous Spot That Comes With A Very Surprising Twist

DIESEL Celebrates Transgender Rights In Courageous Spot That Comes With A Very Surprising Twist
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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

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