Summary

Diesel is Dead celebrated the brand’s FW18 Haute Couture line by throwing a party embodying the campaign’s slogan “the more hate you wear the less you care.” We were tasked with Conception an idea for the event based off this slogan on behalf of Diesel and executing it from start to finish. The party Featured a live performance by Tommy Genesis and DJ sets by Amrit, Coffintexts, and Loka.

My Role

Collaborative Project with Poplife99 team. Primarily I focused on, creative direction, graphic design, video animation,onsite interactive installation and event production.

Strategy

Guests were greeted with a choice of hate nametag and then proceeded to enjoy an open bar in the holding room. A Hate Feed on a oversized iPhone LED screen scrolled diss tweets while “burners” dressed in drag graced the room with their sass. The Customization Station claimed a stake in the outside patio where a limited amount of personalized tees were gifted. At 12:30 the live room opened to reveal at transformed DJ booth + and stage area with Diesel branded art installations and content.

My Role

I developed the Hate Couture DJ Art Installation, Hate Couture Bar Sign, Name Tag Board, Customization Station, Gobo Hate Couture Quote, Projections in Performance Room, Hate Feed, 2 Branded Photo booths, Branded Drink Menus and executed it alongside a small team of event producers the Diesel Stage Art Installation, Dressed Burners, Staff, and Hosts, Dressed Headliner. Throughout the course of the event I produced marking assets including sales and sponsorship decks, Marketing and promotional collateral for print and web, Video promo animations. I also worked onsite as a PA helping to put the whole event together and assist in making sure it ran smoothly.