DIKO Creative Goes High Fashion to Promote ‘World’s Third-Largest Smart Wearable Company’

By Patrick Coffee 

Hey, so, what has former MUH-TAY-ZIK HOF-FER creative director Diko Daghlian been up to?

Glad you asked: his new operation DIKO Creative has been working to promote the newest product created by Huami Corp, or “China’s largest and the world’s third-largest wearable devices maker” according to China Daily.

The Amazfit, which apparently made its global debut in Beijing last week, is kind of like a Fitbit that you don’t have to wear around your wrist. Unlike the company’s cheaper products, this one is “aimed at attracting more high-end buyers,” and the ad DIKO created to promote it is disorienting in that high fashion sort of way. As one of the client’s execs put it, “With its varying fashionable ornaments and accessories, the product will give fashion lovers more choice.”

Here’s the ad, created in collaboration with production company LITTLE MOVING PICTURES. It debuted yesterday.

So that was…disorienting. We are not sure exactly where this campaign¬†will air, but the actors in the spot don’t exactly resemble the affluent Chinese target demo, do they?

And are¬†the lyrics to the song “got Kendall, got Kylie, got Miley?” What does that mean?!

DIKO certainly can make the work stretch like pilates, though. When did you last see a woman in an overpriced dress slip on a pair of boxing gloves?

Amazfit “Move Beautifully”
Client: Huami Inc. USA
Production Company: Little Moving Pictures
Creative Direction: Little Moving Pictures, DIKO Creative
Director: Diko Daghlian
Director of Photography: Joe Picard
Producer: Jeremy Summer
Post Production Company: Little Moving Pictures
Editor: Nathan Petty
Visual Effects and Motion Design: Noe Chavez
Colorist: Ayumi Ashley
Music: “Pilates” by Don Monique remixed by Beacon Street Music