Best Ad of the Day: Diesel ‘Francesca’ by Publicis Italy

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Best Ad of the Day: Diesel ‘Francesca’ by Publicis Italy

With many creatives in the world self isolating, Campaign Brief introduces a daily dose of inspiration – Best Ad of the Day –  chosen from the many submissions to our global creative site, Bestads.


DIESEL and Publicis Italy have released their latest film, titled ‘Francesca.’ Directed by Francois Rousselet and realised with the advice of Diversity, an Italian association committed to promoting social inclusion.

The short video features a young woman who is assigned male at birth. The film sees her transitioning through life, in feats both big and small, as she achieves her dreams.

‘Francesca’ debuts at the commencement of Pride month, and the film express DIESEL’s ‘For Successful Living’ spirit, as the brand fully supports the freedom to do what makes one happy, and the freedom to 100% live one’s individuality.

In the short, Francesca is played by model and activist Harlow Monroe. Rousselet tracks Francesca’s transition over time, and the viewer sees Monroe embracing herself as she comes into her true identity. Throughout the vignette, a Christian cross motif appears including from the very first scene, as a pendant. She does not hide her transition; Francesca is seen recognising herself as female on an application. The final scenes show another ultimate desire: Francesca enters a nunnery, swapping her DIESEL denim for a habit, fulfilling both her own intentions and the pursuit of her faith.

‘Francesca’ follows in the footsteps of DIESEL’s signature progressive campaigns, in which the ‘For Successful Living’ philosophy, as always, retains one paramount meaning: being true to oneself is the single most important element of life.


Director: Francois Rousselet
Chief Creative Officer: Bruno Bertelli
Chief Creative Officer: Cristiana Boccassini
Group Creative Director: Mihnea Gheorghiu
Group Creative Director: Thiago Cruz
Producer: Jules de Chateleux
Copywriter: Silvia Serreli
Art Director: Mattia Mingardo
DoP: Matias Boucard
TV Producer: Anna Sica
Strategic Planner: Monica Radulescu
Account director: Filippo D’Andrea
Group Account Director: Ilaria Castiglioni
Account Manager: Mirko De Martini
Head of TV Production: Francesca Zazzera
Social Media Manager: Saraluna Micciche
Head of Social Client Services and Strategy: Alessandro Bochicchio
MSL Group Director / Head of Engagement and Experience: Kim Piquet
Steadycam Aymeric Colas
Editor Nicolas Larrouquere
Line producer Alexis Fonvieille
Production Service @nikita_bukowski with @family_production
Art department Olga Zlobina
Postproduction @mikrosimage
VFX Producer Sébastien Noyon
Supervisor and flame Artist Franck Lambertz
Flame Artist Flore Mounier
Grader Arthur Paux
Grader Assistant Loic lavaux
Music // Sizzer
Music Supervision // Michael Bertoldini
Music Producer // Seppl Kretz

Best Ad of the Day: Diesel ‘Francesca’ by Publicis Italy Best Ad of the Day: Diesel ‘Francesca’ by Publicis Italy