want to work together? let's chat
Why we dare to be different? (Documentary)
sk-007
C CampaignS Strategy
The idea
The launch of YMI began with a question rather than a statement. Built as a brand around conversation and perspective, the first step wasn’t to explain what YMI was, but to listen. Two individuals, Dana Montana and Bogenna Ivana, were invited to open that conversation. Instead of focusing on achievements or public identity, the project centred on a single question: “What’s your Y?” — a prompt designed to uncover personal values, motivations, and the perspectives that shape how people move through the world.
What followed was an introspective process that revealed more than individual stories. As the conversations unfolded, they began to reflect the underlying DNA of YMI itself: openness, difference, and the space to exist without needing consensus. The original plan was to translate these exchanges into a series of short films, but the material resisted compression. The depth of the conversations led to a 45-minute documentary, later structured into more than ten chapters to allow the stories to travel across formats and channels. Rather than presenting a single moment, the project was designed to unfold over time. The documentary first lived through a series of physical screenings, before being released digitally as a weekly chapter-based series. This approach allowed each story to breathe, while building a rhythm of engagement — staying true to YMI’s belief that understanding takes time.
Those involved
ASSIGNMENT STUDIO KRING:01. Brand Identity: Developing brand DNA and cohesive brand narratives.02. Strategic Planning: Data-driven brand positioning and long-term growth strategy.03. Visual Narratives: Content production and video editing.04. Artist Relations: Bookings & Advancing05. Integrated Marketing: Holistic oversight of multi-channel campaigns and brand presence. DIRK DE GRAM:01. Brand Identity: Developing visual DNA ILIAS VAN HOOF:01. Scenography: Spatial design and atmospheric direction. JUNE OSSELAER:01. Visual Narratives: Content production and video editing.