Diesel has always marched to the beat of its own drum when it comes to advertising, and their upcoming work is no exception. For their Spring 2016 campaign, the brand is taking a heavy influence from the internet by creating custom emojis and videos that heavily reference online dating, Snapchat, selfies and more.

And they aren't stopping with internet themes—Diesel is planning on running ads on the social media savvy Pornhub (the 64th most visited website on the web) and on YouPorn, as well as on popular dating apps Tinder and Grindr. “We all go on websites like Pornhub, you know? So before you start, maybe you can stop and look at our new pants and shoes,” artistic director Nicola Formichetti told Dazed Magazine.

Be sure to keep an eye out for the new Diesel ads all over the internet in the coming months.