Dagger – ID Please

For DAGGER’s ID PLEASE campaign, we developed a visual narrative inspired by a poem written by the brand’s founder, Luke Rainey, exploring the ongoing search for identity, self-discovery and the uncertainty of growing up in a world that often feels deprived of authenticity. Translating his words into a series of loosely connected moments, the film moves between intimate voice messages, a summer day spent driving and spontaneous encounters among friends. Blending raw, observational imagery with more stylized fashion portraits, the narrative unfolds to the sound of a grungy guitar riff and Luke’s poetry, capturing the restless, rebellious spirit of youth and the comfort of finding one another along the way.