A visual campaign that ladders up to the Category of One philosophy while acting as a catalyst for the brand’s social media movement.
Truth: DITA is a brand with a cult-like following. Insight: People who wear DITA share a unspoken bond through the product. Action: Create a movement by leveraging this behavior on social media.
Phase 1: Validate Existing Behaviour.
Post — regram and restory — organic on-brand images onto our channels using hashtag #WeAreDITA — this validates and encourage the behaviour.
Phase 2: Amplifying Behaviour All new seeding activity will direct influencers to use the #WeAreDITA hashtag on their posts, which in turn we will regram/post.
CD, Director, Photographer, Editor, Music — Dustin Edward Arnold DP—Jeff Vogeding Producer—John Juniper Set Design—Ariana Nakata Styling—Caitlin Boelke Hair—Dennis Gots @ The Wall Group Make-Up—Natasha Severino @ Forward Artists