relaunching d:fi

Sex. Drugs. Electro house and hairspray. When The Colomer Group asked us to relaunch the d:fi brand and make it a gender-inclusive embodiment of modern youth rebellion, we knew that the easiest way to do it would be to create a platform that could capture the club culture. We used posters, lookbooks and body heat-activated packaging to talk to our target in the salon. And in-club sampling and a website with a music blog, a lookbook and a mantra video to reach our target out in the real world.

Since EDM (electronic dance music) had developed a tremendous following among young people all over the globe, we partnered with Julian Jordan and Martin Garrix, for the track on d:fi’s mantra video.