Simplicity mixed with research, intelligence and a touch of boldness. Welcome to Ditroit.
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During the 2025 Design Week, our street-facing gallery, Dream, welcomed the public with ISAAK, an interactive project where ABB’s cutting-edge automation technology took on a higher, more poetic dimension through Ditroit’s vision. The work encourages reflection on how machines, through their capacity to analyze and translate data, can become not only supportive tools but also creative partners, merging seamlessly into the human flow of imagination and expression.
Through an algorithm-driven robotic arm, the installation produces an analog portrait of each participant in real time. Yet the drawing is not a straightforward depiction of reality: it is the outcome of an interpretative process. Like a human artist, ISAAK reshapes what the camera perceives, employing an abstract visual language. The result is not a simple technical copy but a fusion of human creativity and machine analysis, transforming raw data into expressive marks.
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2024 marked a monumental year for Microsoft, launching both its new line of software products with integrated Copilot and its next-generation AI hardware fleet.
This milestone moment in the company’s history called for a unique and impactful launch campaign, one that would resonate globally and represent the new face of the company all over the world.
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The storyline of this video romances the fictional production process behind the H-3 lamp.
Its components are shown gradually, from every single angle, stealing the spotlight shot after shot:
Its components are shown gradually, from every single angle, stealing the spotlight shot after shot:
the typical building H-beam module, the various screws and the top bulb case, as well as the metal dust generated by the H-beam cutting, along with hooks, steel wires, and constructions carrying the different lamp parts. The settings are aseptically neutral and essential the colors being grey, orange, and green to fully match the product design pattern.
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The Hydraink team reached out with just an idea of a product that was still being developed by their Korean tech team. We took care of the rest.
Not only we creatively directed and produced their brand content. We developed its identity in its entirety, addressing the client’s demand for a wide range of communication assets.
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The swinging of a pendulum serves as an introduction to a series of microcosms made of dreamy shapes and colors: hypnotic environments inspired by the name of the collection itself.
The surreal images of this film are inspired by some of Salvador Dalì’s works. We figured that the compositions, the shapes of the elements, and the lavishness of his images provided an excellent starting point.
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MTV Italy approached us to develop a visual concept that could adapt to a full on/off air campaign as well as translate into digital content for the MTV Awards which took place in June 2016 in Florence.
The perpetual motion machines are depicted here through a selection of abstract bodies of different shapes, incessantly in action.
