01 / Audience
Global, with Thailand in the frame.
The work was made for a global audience, while keeping the American-Thai identity visible in the setting, flavours and casting.
Launch campaign / Creative direction / Production
Fruit, friends
& full flavour.
Dee Thai launched its gummies and pops with a campaign rooted in Thai seasonal fruit, a high-fashion edge and the energy of Bangkok’s market culture.
Dee Thai
Bangkok, Thailand
Bangkok, Thailand
Project story
A global-facing edible brand with a distinctly Thai point of view.
Dee Thai’s core offer was Dee Thai Gummies and Dee Thai Pops. As an American-Thai brand, it needed a launch campaign that could connect with a global market while making its Thailand connection feel real, specific and visually ownable.
02Campaign shoots
15Polished stills delivered
07Reels delivered
Strategic direction
Build awareness, support the launch and make the feed feel considered from day one.
NetPlay addressed limited content volume and weak storytelling across Dee Thai’s social pages. The campaign focused on Thai seasonal fruits, the brand’s distinctive edible flavours and a fun, creative personality that could stand apart from standard category visuals.
02 / Feeling
Spontaneous, high fashion.
The visual direction balanced candid energy with deliberate styling, avoiding a generic product campaign or a conventional Thailand travel image.
03 / Difference
Flavour led, not category led.
Seasonal fruit became the visual language for Dee Thai’s unusual flavours, giving the products a more distinctive story in a standardised market.
Content & photo shoot
The fruit market became the set.
Two shoots gave the campaign enough range for a launch feed, with each story built around Thai fruit, movement, talent and an editorial point of view.
Selected campaign photography
These real shoot images show the campaign’s two worlds: spontaneous fruit-market movement and an editorial wedding story. More approved images can be added as a second gallery once the final selects are confirmed.
The two campaign stories
Two different ways into the same flavour world.
01 / Fruit-market stroll
A quick stroll with friends.
A spontaneous day at the market, with friends moving through fruit stalls and seasonal colour. The styling kept it playful and social, while still giving every frame a fashion-led finish.
02 / Wedding story
A Thai and expat wedding at the market.
A more unexpected campaign world: matrimony, fashion and fruit-market life brought together in one setting. It widened the story beyond product shots and gave the campaign a memorable editorial angle.
What NetPlay did
Strategy, creative direction and a content library built for launch.
01
Campaign strategy
Set the launch objective, creative approach and product story around Thai seasonal fruit and distinctive flavours.
02Creative direction
Defined the editorial, fun and high-fashion visual direction across both shoot concepts.
03On-location production
Directed two shoots at the fruit market, supported talent sourcing and coordinated the production flow.
04Photo and video deliverables
Captured approximately 900 raw assets, then delivered 15 polished stills and 7 Reels for launch activity and continued posting.
Production team
One market, shaped into a campaign world.
Creative direction held the two stories together, while casting, coordination and an on-location crew made each frame feel spontaneous rather than staged.
NetPlay
Creative direction, talent sourcing and coordination.
On set
Talent, creators and the Kommune team.
Results & proof
A stronger visual identity, with content that could keep working after launch.
The campaign created a more consistent visual world for Dee Thai and gave the brand a reusable set of stills and Reels for its new campaign launch.
01 / Feed consistency
More cohesive visual storytelling.
A clear visual language connected product, flavour, talent and Thai culture across the campaign content.
02 / Content library
Assets ready for continued posting.
The production delivered a reusable library of 15 polished stills and 7 Reels, backed by approximately 900 raw assets.
03 / Launch support
A campaign ready to introduce the brand.
New photography and video gave Dee Thai material for a more confident, consistent launch presence.
04 / Audience response
About 300 followers in four days.
Reported growth after the campaign was posted. Full analytics remain with the Kommune team.
Measurement note
A 12,000% green figure was seen in Dee Thai’s professional dashboard, but NetPlay does not treat it as a public performance claim without access to the underlying dashboard data and the reporting currently tracked by Kommune.