DGA Threads

DGA Threads — Creative Direction, Photography & Content

> Six years of creative partnership with a Singapore fashion brand built on Japanese vintage textiles — from first shoot to final sale.

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The Brand

DGA Threads was Pino De Giosa's fashion label — a brand built on the belief that vintage Japanese textiles deserved a second life. Kimonos, obis, and traditional fabrics were transformed into wearable contemporary pieces: tailored garments, accessories, and one-of-a-kind items that carried decades of craft and culture into modern wardrobes. The brand was small but distinct, and its visual identity needed to reflect that same intentionality.

DGA Threads closed at the end of 2024 after a final sale that sold nearly the entire remaining collection in under two weeks.

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The Engagement

What began as a freelance creative arrangement in 2017 grew into a full creative partnership spanning six years. Over that time, every photograph, reel, campaign asset, and piece of content that represented DGA Threads publicly was conceived, shot, edited, and published by Kickstack — solo. No agency. No team. Just one person learning the brand deeply enough to become its visual voice.

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What Was Produced

The creative output covered the full spectrum of what a fashion brand needs to exist and grow online.

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Model & Fashion Photography‍

This was the core — shoots ranging from outdoor lifestyle sessions at Singapore's Botanic Gardens to studio editorial work, with models sourced and directed to showcase garments that required both technical precision and visual storytelling. Early shoots were raw and pressured — models handed over without a brief, locations scouted on the fly. Over time the work became more intentional: pre-planned angles, deliberate lighting, a consistent visual language that felt editorial without being inaccessible.

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Product Photography‍

Flat-lay and detail shots for the Shopify catalogue — garments, accessories, perfumes, sunglasses, and hand-crafted items that needed to translate their tactile quality through a screen. Close-up textile details, material texture, and construction quality were captured to support both the website and social content.

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Event & Runway Photography‍

Documented DGA Threads' fashion presentations and private runway shows — including intimate dinner events where the brand presented collections to guests. These required a different mindset: anticipating movement, reading a room, and capturing moments in low light without a second chance. A second shooter was brought in for additional coverage on larger events.

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Short-Form Video & Reels‍

Brand's most powerful channel. Over 160 reels were produced across the engagement — primarily Pino himself, on camera, explaining his pieces with the kind of genuine enthusiasm that no script could manufacture. The early takes required 20 retries. Eventually, a single take under 90 seconds became the standard. Camera movement was reactive — when Pino said "look at these details," the lens was already moving. The result was authentic, unhurried content that audiences responded to not just for the garments, but for the person presenting them. Pino, who was initially reluctant to be on camera, became the brand's most compelling asset.

View more reels here: https://www.instagram.com/dgathreads/reels/

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Paid Ads‍

Executed on Meta using a small selection of purpose-shot videos for the final sale campaign. The results were immediate — enquiries spiked, customers came in person, and the final sale cleared nearly the entire remaining collection with two weeks still to go. Pino called it a miracle.

Platforms

Facebook, Instagram, TikTok, YouTube — with content adapted and repurposed across all four. TikTok in particular delivered an outsized return on what were modest organic view counts — customers physically walked into the store citing TikTok as how they discovered the brand.

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The Outcome

A brand with no creative infrastructure became one with a consistent visual identity, an engaged social following, and content that people praised as much as the products themselves. The final chapter — a sale campaign that nearly sold out in under two weeks — was the clearest proof that the creative work had built something real over six years.

DGA Threads is closed. The visual archive remains.

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"Through, Kickstack – Jun‘s vision, DGA Threads has discovered its true digital expression. The design flows with quiet confidence — intuitive, refined, and harmoniously composed. Every detail, from structure to movement, conveys our story with authenticity and depth, transforming our brand into a living, breathing presence."

Giuseppe De Giosa
Director & Founder, DGA Threads

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> All creative work produced independently as part of an ongoing freelance engagement with DGA Threads by Pino De Giosa. Full authorisation granted to feature as Kickstack portfolio work.

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