Simplicity mixed with research, intelligence and a touch of boldness. Welcome to Ditroit.
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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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Over more than a decade, LeBron James became a dominant force in the NBA and fundamentally redefined the game with his unique skill set and versatility. LeBron can proficiently play multiple positions and contribute to scoring, rebounding, as well as offensive and defensive plays.
That’s why Nike partnered with this basketball legend to design a technical shoe that could enhance his outstanding abilities on the court. And here comes our interpretation of this performing product, capable of harnessing LeBron’s energy with a secure fit and an updated cushioning system.
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The hero of the film is the acclaimed Pro-V, the unique formula that transforms hair and makes it stronger.
P&G group challenged us to reimagine and portray the Pro-V genesis, as well as its first rendez-vous and love relationship with a pool of shampoo, giving birth to a product able to regenerate hair from the root to the tip.
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As the title suggests, the goal of the campaign is to portray wool, the hero of the campaign, as sexy and stylish.
This project marked our first collaboration with Beeta, the agency representing Ditroit in Spain.
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The composition components of each shot are in fact inspired by the details of the products themselves: there’s an immediate visual reference for some and a more abstract approach for others.
We tried to stay true to the shapes and textures of the very jewels of this collection and at the same time highlight their design and aesthetics.
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Working closely with the AXN creative team in London, we manufactured five idents mixing 3D elements and live-action.
An intriguing narrative was perceived throughout the idents, focusing on the “Live Red” keywords: anger, evil, speed, heat & danger.