Diesel Reboot (Interaction Designer) 

Diesel Reboot is a Tumblr-based, collaborative art community launched as a rebranding effort for the Diesel fashion brand. For this project, Andrea Phillips designed the overall interactive structure and established moderation and communication standards. 

Searching for Creativity

The brand went to Tumblr with a series of missions, asking the community to answer questions or share opinions through art. Moderation was specifically designed to foster a warm and sharing community, and not a competitive one.

After each mission, a few submissions were selected for a high-impact installation or display; for example, a full-page ad in The New York Times, or projection on iconic global landmarks like the Colosseum in Rome.

The campaign was shortlisted for the 2013 Mashable Award for Digital Marketing Innovator of the Year.