Dr Martens 2021

  • Anna Fernandez

Refining the 'Tough As You' art direction to become more contemporary and authentic.

Less is more.
Aiming at telling authentic stories without being overshadowed by over branded nor polished content.
Through a process of reduction and by shifting from a tactile aesthetic into an emergent and digital approach, the art direction explored how type, colour and graphics would bring a more attainable and fresh look while maintaining the unique Dr. Martens’ visual core.
Full Credits
Creative Agency : We Are Social
Creative Director : Kenneth Moore
Senior Creative : Emma Townley
Art Director : Anna Fernandez
Designer : Federica Qualiano
Strategy Director : Zanna Wharfe
Strategist : Fola Enifeni
Paid Media Director : Shreyas Sukumar
Sr Paid Media Exec : Billie Wilson
Account Director : Morgan Clark
Project Manager : Rachel Eades