As a brand native to Southern California, DITA, has built its reputation on quality, style and luxury in the high-end eyewear market—and its latest campaign supporting its Lancier franchise was designed to message a specific level of functional versatility to match the lifestyles of the modern gentleman. Positioned around a unique polarized lens perfect for enhancing user optics during outdoor activities across land, sea and water, the Lancier brief called for on-model product photography across a range of different coastal environments to help message the product’s utility and beauty.