Featuring celebrities like Nicki Minaj, Gucci Mane and Bella Thorne, the Diesel Ha(u)te Couture campaign aimed to capture the less positive aspect zeitgeist of this generation: hate culture. Inspired by the byline "The More Hate You Wear, The Less You Care", Nightingale created an activation that made the collection even more personal, and therefore more disarming.
During the launch of the collections in Amsterdam's flagship store, the P.C. Hooftstraat location and Bijenkorf shop-in-shop, Nightingale created a booth where consumers could customize their newly made purchase, as well as older garments that they owned from the brand. Consumers could choose their own text, would leave the garment with the graphic artists and later be able to photograph the creation at the photo booth.
The activation, which was a production by Nightingale, took place in three locations over the course of two weekends. To support the activation, Nightingale was also responsible for talent and influencer seeding.