Dr Martens Advertising Campaign

DR. MARTENS SHOE CAMPAIGN

JASMYN SCARAMELLA | MVDM O1 | IMAGE MAKING FOR COMMERCIAL ADVERTISING

THE BRAND The boot had first been created in England in 1901, as a modest but yet sturdy and durable work-wear.

The brand Dr. Martens, though, was born during in 1960, when the air-cushioned sole and the characteristic black and yellow heel loop were added.

It was initially a boot bought by the British workers, but it quickly started to be used by Skinheads and alternative music lovers, as a symbol of working class pride and rebellious attitude, and later on by punks and the more general British youth culture.

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THEÂ VISUALS

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THE PILLARS

CREATIVITY

MUSIC

SELF-EXPRESSION

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FASHION

THE TARGET AUDIENCE

PEOPLE AGED 16-50 SENSE OF SELF EXPRESSION OWN INDIVIDUAL STYLE SHARE A UNITED SPIRIT

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OLD CAMPAIGNS

#FIRSTANDFOREVER

#STANDFORSOMETHING REINFORCE THE HISTORY AND ETHOS OF DMS

BOND BETWEEN THE BRAND AND THE CONSUMER. EVERYONE REMEMBERS ITS FIRST PAIR OF DMS, CREATE ONLINE COMMUNITY

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#DMSLITE PROMOTE A NEW RANGE OF DMS

THEÂ ARCHETYPE MUSIC LOVER BRITISH REBELLIOUS HARD-WORKER DIFFERENT ALTERNATIVE WITH A STRONG STYLE

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THEÂ BIG IDEA

BE A ROCKSTAR

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THE STRATEGY

STARTING FROM THE BRAND'S STRONG CONNECTION WITH MUSIC, USE UNCONVENTIONAL MODELS TO SHOW HOW EVERYONE CAN BE A ROCKSTAR IN ITS OWN WAY

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PROPOSAL #1

SINGING IN THE SHOWER

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PROPOSAL #2

ROCK-KID

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PROPOSAL #3

ROCK-DOG

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IMAGE CONCEPTS

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REFERENCES

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MOOD BOARD

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SHOT PROPOSAL MALASAÑA

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PRODUCTION PLAN The image will be shot outside, in the Malasaña neighbourhood, using a street-style background with graffiti, that portrays Dr. Martens identity.

The model will stand in a proud pose while wearing a mohawk and a collar with studs.

During the post-production, the copy "Don't touch my mohawk" and the hashtag of the campaign - #bearockstar - will be added.

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THEÂ TALENT

A 3 YEARS OLD YORKSHIRE DOG WITH LONG HAIR THAT CAN BE STYLED INTO A MOHAWK.

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HAIR AND STYLING

THE HAIR WILL BE STYLED INTO A MOHAWK WHEREAS THE STYLING WILL BEÂ PUNK INSPIRED THROUGH THE USE OF A COLLAR WITH STUDS.

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LIGHTING SCHEME

NATURAL LIGHT ON A SUNNY DAY IN THE SHADOW TO MAKE ALL THE COLOURS POP OUT BUT YET BE ABLE TO CONTROL THE EXPOSURE.

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LENS CHOICE & ANGLE

A WIDE ANGLE LENS - 16MM - WILL BE USED TO ENHANCE THE FUN OF THE PHOTO. MOREOVER, THE MODEL WILL BE SHOT FROM A LOWER ANGLE TO GIVE THE FEEL OF HIS SUPERIORITY.

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FINAL ARTWORK

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THANK YOU!

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