Dr. Martens /
DM50 Campaign
April 1st, 2010 marked Dr. Martens’ 50th Anniversary. Known for their classic 8-eye boot, they are a brand that defines individuality and non-conformism. They’ve been adopted by various subcultures throughout their history and continue to be a brand synonymous with rebellion.
In order to reinforce their position in the market, herald their connection with music & youth culture, we created a campaign that was rooted in music in order to reinvigorate wearers of old, challenge current perceptions about the brand & their product as well as introduce new consumers to Dr. Martens.
To leverage their heritage in music, we commissioned 10 contemporary musicians from various genres of music around the world to reinterpret cult classic tracks from the brand’s history. Video directors were then curated to transform the tracks into music videos. The result was a body of work that illustrated the link to youth culture while celebrating their heritage as well as showcased a range of new product that is currently redefining Dr. Martens.
The tracks & music videos were complimented with an intimate documentary on the artists during the recording process. As a digital based execution the hub of the campaign resides on drmartens.com, where all videos can be viewed as well as free track downloads are available.
Dr. Martens /
Originals Campaign
We were asked to develop a global ad campaign to reinvigorate and re-establish Dr. Martens as a relevant and iconic fashion brand appealing to a younger demographic while maintaining the authenticity of the brands heritage messaging. In response the aesthetic of the shoot was grounded in the core principles of authenticity, originality, sex and rebellion. The imagery was shot in two London locations referencing the heritage of the brand. Shot in a loose reportage style the imagery remained relevant and honest. The use of Daisy Lowe as the face for the brand further reinforced the brand’s relevance in the fashion market.
Dr. Martens /
The Daisy Age
That’s right. We shot film. And polaroids. In Primrose Hill. On a Sunny Afternoon in August. How we laughed in the halcyon days of summer.
Dr. Martens /
Freedm Magazine Invite
This magazine was produced as an invite for the Dr.Martens Freedm event. Recontextualizing formats is always a good idea. Especially when it trades a flat bit of card for a two color, 24 page magazine printed on yellow newsprint. If you know where to look in Brooklyn you can also trade up and stay within budget.
Dr.Martens /
Freedm Ambient Activity
To promote the Dr.Martens Freedm event at P.S.1. MoMA we purchased 500 objects that referenced creativity. We then painted the objects yellow, the same color as the stitching in Dr. Martens boots, and branded the objects with a sticker. These objects were then placed around downtown Manhattan and Williamsburg in areas that were highly trafficked by the influencer target audience. The same objects were then used to dress the event space and lead people towards it from public transport.
Dr. Martens /
Magic Invite
Invitation designed and produced to entice people toward the Dr. Martens booth at the Magic trade Show in Las Vegas. The invite was delivered in a rubberized vacuum sealed envelope. Solid black museum board was foil blocked with typography, a trademark Dr. Martens yellow lace was then wrapped around the board, shades of fetish and bondage.
