DITA: advert-body-1 by The Smalls

Today, luxury designer eyewear brand Dita, release the next in their series of content films for their platform DitaWorld with ‘Duality’. Directed by Emmanuel Adjei and starring Iranian-Dutch singer, songwriter and producer, Sevdaliza the two-minute online film pushes the boundaries of art and commercial for the brand.

The DitaWorld platform brings the inspirations and aspirations of the eyewear brand’s design team to life with stories of shared perspectives and passions from across the globe. Agency, The Smalls, presented Emmanuel with a one-word brief, ‘Duality’. Adjei took up the mantle, bringing on board long term collaborator and experimental pop polymath Sevdaliza, for whom he often acts as creative director. The pair wrote the music and crafted the entire narrative for the film working with co-producer, Mucky.

Drawing on Adjei’s fine art background, the piece is a conceptual portrait of Sevdaliza’s persona and her unique creative process, pushing the boundaries of genre and expectation. The dual nature of light and form are presented in an alchemical context that explores what perfected craftsmanship and a rich imagination can manifest.