Diesel takes a stand against online abuse in this latest campaign, which sees polarising celebrities literally wear the worst comments they have ever received.

Influencers starring in the campaign turn hate on its head, bringing to life the tagline "The more hate you wear, the less you care." The idea of the film was to happen inside a phone, the place where hate circulates. The camera never stops spinning, switching from the vertical format to the horizontal one, while capturing everything in a main square inside the frame. . Each of the situations represents the online stage, with the character at the centre, vulnerable to the hate, but acting carelessly towards it and mocking it.

Diesel designed unique clothing items for each influencer and created a real fashion collection as well. Shoppers in 42 stores worldwide will be able to customise their own pieces displaying the negative comments

Hiding the hate won’t make it go away and it doesn’t make it less hurtful. But when you expose it and make fun of it, you disempower the hate and discourage the haters. So we changed the conversation about hate by taking it and turning it into a fashion statement that everyone can wear loudly and proudly. We started with exposing the hate we received, then tapped almost 600 influencers to wear their hate, to finally allow anyone to personalise any item of the collection with their own messages.

The director wanted to weave together: the set-up of the online world as a stage, the hate coming before the hating, to show the lack of care as a joyous thing, and to create an awareness that each of us watching has some part to take in the online realm of hate.

Looking at the semantics of when and how we establish hate and not caring. The director was inspired by YouTube clips ‘dance like nobody’s watching’ - a level of not caring and dancing in front of people - some without music completely dancing for yourself.

The director addressed how mobile phones are used more to watch content online - using a combination of vertical and horizontal compositions, to feel like it's really happening inside of your phone. The director started with drawings, scaled up to miniature cardboard set models and initial test shots on an iPhone.