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To create a fashion first for Diesel by launching the Guide to a Successful Living With Nicola Formichetti and Terry Richardson in Toyko to celebrate the 30th anniversary of Diesel.

Launching the campaign with an interactive fashion film that lets you buy Diesels FW16 range before they hit the catwalk.

By following the story of a model landing in Tokyo and making their way towards the catwalk venue where on the way they embark on a ruthless journey into the sub cultures of Tokyo's under belly with her group of local fashionistas friends.

The film was launched live just before the catwalk started on the night. In the film the public could be the first to click and buy the SW16 range before the models hit the catwalk wearing them.

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This then launched the 49 Rules photographed by Terry Richardson that triggered the social editorial plan to get a range of influencers to each interpret one of the rules which eventually will turn UGC competition to get the public to interpret the 49rules.