Deisel: Go With The Fake


Media Type:

Film Film









Diesel secretly opened an authentic knock-off store called Deisel on Canal Street, very far from Fifth Avenue or the other fashion landmarks, and right in the heart of New York City’s most famed fake-fashion destination. The unsuspecting shoppers probably did not realize then, but the items they bought at the Deisel store were actually one-of-a kind pieces specially crafted by Diesel design team disguised with fake Deisel branding. Those lucky shoppers took home some rare pieces, very likely to become collector’s items. Operating in the original style of its Canal Street neighbors, the store’s interiors and selling experience played out authentically, and the whole experiment was caught in a video that celebrates those who are brave enough to venture off the beaten path to find their own unique style.


Advertising Agencies:

Publicis, New York, USA, Publicis Italy

Chief Creative Officer:

Andy Bird

Executive Creative Directors:

Luca Pannese, Luca Lorenzini

Associate Creative Director / Copywriter:

Bryce Hooton

Associate Creative Director / Art Director:

Kristen Koop

EVP, Chief Production Officer:

Lisa Bifulco

VP, Executive Producer:

Tim Legallo

Business Manager:

Adrienne Ludvigsen

Account Directors:

Melanie Lyon, James Bundy

Chief Executive Officer, Publicis Italy:

Bruno Bertelli

Executive Creative Director, Publicis Italy:

Cristiana Boccassini

Digital Creative Directors, Publicis Italy:

Milos Obradovic, Mihnea Gheorghiu

Head of Social:

Stefano Perazzo

Social Media Manager:

Doina Tatu

Strategic Planner:

Noa Dekel

Account Team, Publicis Italy:

Barbara Pusca, Camilla Poli

Production Company:

Rival School Pictures


Andrew Lane

Executive Producer:

James Blom

Production Supervisor:

Doug Smith

Assistant Production Supervisor:

Connor Vassar

Editorial Company:

Cosmo Street


Aaron Langley


Paolo Solarte

Audio Record / Mix:



Alessandro Cristofori, Diego Perugini/ Stabbiolo Music


February, 2018

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