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Academic Project
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Brand Film
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Diesel
| Academic Project | Brand Film | Diesel
Brand Film for Diesel
A visual narrative that transforms endless scrolling into an escape from conformity.
Project Overview
A brand film project for Diesel, developed through a full creative process spanning research, concept development, pre-production, AI experimentation, live-action production, and post-production. The final film combined live-action and AI-generated visuals to create a contemporary brand narrative.
What I worked on
Researched Diesel’s brand evolution, luxury positioning, and cultural identity
Analyzed key competitors across positioning, audience, aesthetic, and brand strategy
Developed a Gen Z consumer profile covering behaviors, values, interests, and purchase motivations
Translated research insights into the film’s creative concept and visual direction
Team: Hrutuja Admuthe, Madison Watson, Michael Morgan
What We Found
Diesel’s recent evolution has positioned it within alternative luxury rather than traditional ideas of prestige
Its strongest brand codes consistently came back to rebellion, individuality, irony, and cultural disruption
Its audience is young, digitally immersed, and drawn to brands that offer authenticity and self-expression
At the same time, that audience exists within a digital culture increasingly shaped by algorithms, trends, and repetitive content
The tension between individuality and digital sameness became the foundation for our creative direction
The Big Idea
The Big Idea
SCROLL INTO DIESEL
Scroll Into Diesel asks what happens when a Diesel ad interrupts the monotony of endless scrolling.
The film follows a young man pulled out of a repetitive digital feed and into a bold, surreal Diesel world. The shift from one environment to the other turns Diesel into the disruption itself, representing a move away from conformity and toward individuality and self-expression.
The Big Idea
The Big Idea
Building the Diesel World
The real world was designed to feel darker, quieter, and visually repetitive.
The transition introduces glitches, motion graphics, and digital distortion
as reality begins to break apart.
Inside the Diesel world, the visual language becomes louder through saturated color,
nightlife energy, experimental styling, and AI-generated environments.The contrast between the two worlds reinforces the transformation at the center of the film.