Dagger – ID Please

For DAGGER’s ID PLEASE photography campaign, we developed a visual approach 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. At the heart of the campaign is a series of carefully composed studio portraits, creating a visual index of youth, individuality and self-expression. These images are juxtaposed with a selection of stylized, documentary-inspired photographs captured outside the studio, introducing a more spontaneous and intimate perspective on friendship and the restless energy of growing up. Together, they create a visual narrative that balances a refined fashion aesthetic with the raw authenticity and rebellious spirit of DAGGER.