Francesca expresses Diesel’s “For Successful Living” spirit, and it supports the freedom to live as one desires—the freedom to do what makes one happy.
Diesel’s ad for Pride month is about transgender rights and faith.
It tells the story of Francesca, who was assigned male at birth, and traces her transition as she comes to embrace her true identity and be recognised as a woman. A Christian cross motif appears throughout the spot. The final scenes reveal Francesca’s other dream – to become a nun – and she swaps her Diesel jeans for a habit when she enters a nunnery.
The work was written by Silvia Serreli, art directed by Mattia Mingardo and directed by François Rousselet through Division.
Diesel Founder | Renzo Rosso
Agency | Publicis Italy
Director | François Rousselet
Producer | Jules de Chateleux
Produced by | Division
Talent | Harlow Monroe
Music | Sizzer
Music Supervision | Michael Bertoldini
Music Producer | Seppl Kretz