I created a fashion first for Diesel by launching their 49 Rules For Successful Living in Tokyo, collaborating with Nicola Formichetti and Terry Richardson, to celebrate Diesel’s 30th anniversary.

The campaign kicked off with an interactive fashion film (Dir: Alex Turvey) that gave viewers VIP access to buy Diesel’s FW16 collection before it hit the catwalk.

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The film follows a model arriving in Tokyo and making her way towards the catwalk by embarking on a ruthless journey through the subcultures of Tokyo's underbelly.

The film went live minutes before Diesel’s fashion show started in Tokyo and cut seamlessly from backstage to the model strutting down the catwalk recording a livestream of the show. (The model also wore the camera helmet during her walk).

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After the live show, the campaign launched into a series of 49 Rules photographed by Terry Richardson which triggered influencers to interpret one of the rules for themselves.