Sex. Drugs. Electro house and hairspray. When The Colomer Group asked us to relaunch the d:fi brand and make it one that embodies modern youth rebellion, we set out 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 an experiential 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) has developed a tremendous following among young people all over the globe, we partnered with Danish DJ, Julian Jordan, for the track on d:fi’s mantra video. And we laid the groundwork for future DJ partnerships with Firebeatz, Silk Sofa, and DubVision.
