Simplicity mixed with research, intelligence and a touch of boldness. Welcome to Ditroit.
Eyes on this juicy and refreshing project – the outcome of a fruitful collaboration between Ditroit, Beeta and Grey NYC for Pantene by P&G.
The focus of the campaign was to romance the pure and natural ingredients blended into the diverse formulas of this Pantene product range: from rose water to jojoba, from bamboo to castor oil and biotin, each one with a clear personality and specific beneficial features.
Our challenge was to shape the world around each ingredient, picturing a brand new colorful journey, carefully condensed into a TVC.
We had the chance to direct and produce two videos for Malaki, showcasing the Dokha pipe and the E-Shisha.
The project was commissioned by the NYC-based agency &Reale on behalf of Malaki, a brand that manufactures tobacco and electronic smoking devices.
Both videos hinge on the diamond shaped logo of the brand. That very shape serves as a fil rouge throughout the various shots, narrating an alchemic exploration of light and darkness, smoke and mirrors delving into one of the most ancient rituals of mankind: smoking.
For this Emporio Armani showcase video, we were inspired by several design details of the collection itself.
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.