Diesel "Francesca" by Publicis Italy

Diesel's ad for Pride month is about transgender rights and faith.

It tells the story of Francesca, who was assigned male at birth, and traces her transition as she comes to embrace her true identity and be recognised as a woman. A Christian cross motif appears throughout the spot. The final scenes reveal Francesca’s other dream – to become a nun – and she swaps her Diesel jeans for a habit when she enters a nunnery. 

The work was written by Silvia Serreli, art directed by Mattia Mingardo and directed by François Rousselet through Division. 

Credits

Creative agency
Global CCO Publicis WW
CCO Publicis Italy
Global creative directors
Art director
Copywriter
Strategic planner
Account director
Group account director
Account manager
Head of TV production
TV producer
Social media manager
Head of social client services and strategy
MSL Group director / head of engagement and experience
Production company
Steadycam
Line producer
Production service
Art department
Post-production
Vfx producer
Supervisor and flame artist
Flame artist
Grader
Grader assistant
Music
Music supervision
Music producer