What would happen if Diesel collaborated on a summer tour in Mar del Plata?

Bristol beach is the most crowded beach in Argentina. Martin Parr found it the best beach in the world, not because of its clear waters, but because of the community it generated. There's no beach more alive than Bristol.

With Martin Parr as my inspiration, I created a project entirely with AI that is based on the idea of what would happen if he worked together with Diesel.

The result: a series of graphics, products and experiences that merge Diesel's bizarre tone and Martin Parr's fun observations, as well as Argentina's identity and personality.

Diesel Beach Truths

A capsule merch line for those who sweat in style
and overshare in public.

The Diesel Beach Zone System

Physical in-place activation. Beach zone division.

TOWEL-TO-TOWEL BROADCAST
Social Media activation.

Diesel simulates fake CCTV surveillance footage from Playa Bristol. Shot in lo-fi AI or grainy overlays, each post captures a moment of iconic chaos, captioned like news

based in MDQ insights. approved by marplatenses.
x lucy