The DOM Brand Campaign

Missing models, massive campaign.

The DOM is the ultimate shopping destination for premium fashion that’s always on sale. Founded in 2021 and backed by retail heavyweights, The DOM came to us for a second time to ideate and bring to life a brand campaign that turns heads. 

We knew we wanted a tongue-in-cheek idea that could cut through the noise of the fashion world while clearly communicating The DOM’s value offering. 

“We saved on models so you save on clothes” reflects the The DOM’s mission to provide high-quality fashion at accessible prices with a core objective to distinguish the brand in the retail landscape. 

It’s not about removing models from the equation, it’s about creating an attention-grabbing campaign that heroes fashion while driving home the discount proposition. 

We teamed up with Einwick Studios for the production to curate and capture relatable, elevated scenes. Rather than lifeless flat-lays, we made sure to give life to the clothing to make you look twice. 

The campaign came to life as a national video campaign, localised OOH in Sydney & Melbourne, retail centre activity in Westfield & Mirvac, social content and influencer rollout creatively concepted by us.

The humour is in the hyperbole—this is yet another decision The DOM is making to give their customers great prices; they saved on models so you save on clothes.

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