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Dr. Martens: Never Normal Campaign

The Challenge
A futuristic interpretation of Dr. Martens punk heritage in a global campaign.
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A futuristic interpretation of Dr. Martens punk heritage in a global campaign.

NEVER NORMAL HERO 2

Task

Underline

The rise of virtual reality and immersive experience means that brands have to start reimagining a world where IRL intersects with digital. We were tasked to present Dr. Martens most innovative collections by exploring their industrial aesthetic and DNA with a futuristic take.

Approach

Underline

Our approach - a talent first narrative, celebrating those who forge their own paths. From the gritty present to stepping into their hyper-digital futures, we cast people who already speak volumes with their looks and words.

Output

Underline

We created a digital world which juxtaposed the talent's form of expression in 3D, whilst keeping the elements of the industrial Dr. Martens DNA within its futuristic environment, to explore a new the visual language and the future of Dr. Martens.

KI PHAROAH, DJ

KI 3
KI 4
KI 5
KI 2
KI 6

VERA, TATTOO ARTIST

VERA 2
VERA 1
VERA 3

KAIREN, PAINTER

KAIREN 2
KAIREN 1
KAIREN 3

AMY, WRITER

AMY 1
AMY 3
AMY DETAILS
AMY 2
AMY NEW NEW

Global Dr Martens Store Installation

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Dr. Martens Website

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ADIDAS NAM & FOOTBALL CULTURE

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