Dr Martens
Tough As You SS20 Campaign
To follow and push the visual direction of our AW19 campaign, we decided to own the colour yellow, the distinctive Dr Martens brand colour, for SS20. We used the same design system, and tactile visual aethetics of hand-crafted textures and marks, but we pushed the vibrancy and brightness ro align to a spring/summer campaign. This time we were celebrating 60 years of Dr Martens, so our animated logo incorporated flicking through the decades. The video and photography style paired black and white with bright yellow footage and stills, and capturing this yellow hue in camera using gels and lighting across photography created a tactile and authentic feel, that continued the punk DIY spirit from the first campaign. We shot four collaborators, who embraced the Tough As You ethos across video and stills, which was then rolled out globally across social, OOH, retail and PR media channels.
Director; Taz Tron Delix
Photography; Filmawi
Campaign Layouts
Hero campaign film
Supers and logo animations
