Diesel Discovers Super-Smartness Is The Best Superpower In New Smartwatch Campaign From Publicis Italy

Diesel Discovers Super-Smartness Is The Best Superpower In New Smartwatch Campaign From Publicis Italy

Italian youth brand Diesel writes a new chapter in its superhero-laden Spring/Summer 20 story, with a new smartwatch launch that enhances the connection between superhuman and technology: a piece of wearable tech that can perfectly match with any super power. 

With the global launch of the new Diesel On Fadelite smartwatch, the product is placed in the hands of three super individuals who live their own versions of the iconic brand statement – For Successful Living. We follow them as they struggle with their daily annoyances: a traffic jam, a locked elevator, an inattentive waiter. How does a super-powered human deal with that? 

The answer waits to be discovered, but we can promise there is one item that has something to do with it: the Fadelite smartwatch. Its new sleek and sporty design, streamlined and gender-neutral, is a bold chassis wrapped around technology that’s powered with WearOS by Google. It’s both fashion statement and superhero gadget, stepping just short of giving everybody superpowers.

The campaign, created by Publicis Italy, follows directly the agency’s FOR SUCCESSFUL LIVING SS20 film and print campaign, which features “super” characters hiding among us. In a world with superpowers, successful living is about confidence and just the right amount of irony. When superheroes and supervillains take themselves too seriously, what’s left is (extra-)ordinary people saying “Ok, Google” at Mach 3.


Agency Credits

Creative Agency: Publicis Italy

Global CCO Publicis WW: Bruno Bertelli

CCO Publicis Italy: Cristiana Boccassini

Global Creative Director: Thiago Cruz

Global Creative Director: Mihnea Gheorghiu

Associate Creative Director: Daniel Arango

Associate Creative Director: Arthur Amorim

Art Director: Marie Poumeyrol

Copywriter: Caterina Marascio / Filippo Festuccia

Head of Art: Costanza Rossi

Designer: Luca Villa

Account Director: Ilaria Castiglioni / Filippo D’Andrea

Account Executive: Mirko De Martini

Head of Social: Alessandro Bochicchio

Social Media Manager: Saraluna Goodloe

Head of Production: Francesca Zazzera

Film Producer: Matilde Bonanni / Eva Maio

Art Buyer: Caterina Collesano / Marcella Garutti


Film Credits

Production company: The Box Films

Director: BICEPS

Executive Producer: Rocco Bronzino

Producer: Claudia Amendola

DOP: Leandro Ferrao

Editor: Marco Battiloro

Stylist: Thais Montessori Brandao

Music Production: Sizzer


Still Life Credits

Photographer: Luigi Lucio Ziliani

Production Company: Wookiee Studio

Post Producer: Zum Studio

Production Director: Carla Pozzi

Set Design: Micol Di Palma


Key Visual & Product Video Credits

Photographer/Director: Kourtney Roy – Lambert Lambert

2nd Video Unit Director: Edu Perez

Production Company: Lambert Lambert

Producer: Carole Lambert

Production Director: Ségolène Vial

Stylist: Clare Byrne – Totalworld

Assistant: Madeleine Kachurak –Totalworld

Hair: Chi Wong – M+A World Group

Make up: Nami Yoshida – Bryant Artists

Casting: Edu Perez

Set Design: Romain Gautry

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