When Nicola Formichetti joined Diesel as the new Artistic Director, he had a vision to reboot the brand and create a movement amongst a youth creative class. With that sentiment Allday launched the Diesel Reboot Tumblr — a website that allows Nicola to connect directly with the community by inviting them to participate in “missions” to submit content that correlates with the new brand direction. Select content inspires in-store and out-of-home advertising campaigns for the 2014 line.

The site launched with one mission, and seven more will be added over time to encourage community participation. Alldayeveryday designed and developed the site, which is responsive for mobile and tablet use, along with a custom CMS that automatically pulls in social content with the hashtag #dieselreboot, allowing the Diesel team to seamlessly moderate content submissions and add new missions to the site.